Welcome to “Brand Champions,” where we dive deep into the art and science of building unforgettable brands. Join us on Advertising Champions TV as branding gurus share their secrets to creating brand loyalty and driving impact. Discover the strategies behind iconic brand stories and learn how to stand out in a competitive marketplace. Today, our host, Morgan Allen, spoke with Bridget FitzGibbons.
Bridget FitzGibbons
Director of Brand Marketing at VLonely Planet
Website Address: https://www.lonelyplanet.com/
Short company description:
Lonely Planet is the world’s #1 guidebook publisher, backed by more than 1,100 independent on-the-ground contributors and a dedicated team of 130 full-time staff, covering destinations across 180+ countries. We go everywhere, so you can go anywhere. Every recommendation we make is based on firsthand experience so you can get the heart of a place with curiosity and confidence.
How do you help a brand maintain consistency across multiple channels and platforms?
Staying true to our roots & ethos of how we started 53+ years ago: travelers helping travelers.
Can you share a rebranding project that taught you valuable lessons about brand identity?
Joined lonely planet as we were in the midst of a rebrand. I learned the importance of clear, succinct and distinctive messaging-especially in the saturated & fragmented travel industry we have today.
What strategies do you use to build and maintain brand loyalty in a competitive market?
Community management with our social team, finding ways to connect with our travelers IRL and ensuring we’re always considering what’s most valuable to our travelers in everything we do.
What’s your approach to navigating a brand crisis and rebuilding trust with audiences?
With the great luck of not yet broaching a situation like this, recognition and accountability are key, while rebuilding trust by considering/supporting your loyal community first.
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