Wallet Allocation Rule vs. Net Promoter ScorePrevious Article
The Net Promoter Score Interview with Rob Markey - Part OneNext Article

Independent and unbiased insight on customer loyalty and data-driven marketing

Aeroplan Becomes Aimia

Article
Line Spacing+- AFont Size+- Print This Article
Aeroplan Becomes Aimia
Related Articles

Change is exciting for some, frightening for others.

Today, one of the biggest global brands in the Loyalty Marketing business changed its name. Groupe Aeroplan has become Aimia.

I can’t imagine what it takes to plan such a change, as the stakes are high and the implications, while seemingly subtle to some, are immensely significant to the broader market. Changes of this nature are not done because someone decided it was time for a new logo, or that there was need to “freshen up our image”. To make a change of this nature, there has to be a core message that is being delivered to the market, and the message is one that couldn’t be adequately delivered under the former branding.

So, what’s the message?

First, listen to what Aeroplan, er Aimia is telling us. In a branding fact sheet, they make clear that the names of the well established coalition loyalty programs they operate (Aeroplan, Nectar (Chile, Italy and the UK) and Air Miles Middle East) will not change. Clearly the new image and branding is not targeted to consumers.

The business-to-business brands LMG Insight & Communication and Carlson Marketing, however, will operate under the Aimia name. Retiring a long-tenured name like Carlson is a bold move.

As press releases and brand sheets explain, the new name is “inspired from the word ‘aim’: highlighting focus and precision, describing our expertise in targeting the right consumers with the right messages”. The name also has roots in French words which inspire the importance of friendship, partnership and relationships. The brand essence here is compatible with the core tenets of loyalty marketing and lays the foundation to build in many different directions.

There are a few other interesting aspects to the new brand. The tagline is “Inspiring Loyalty” and there is intent to point towards the sweet spot where “the needs of clients and the wants of consumers overlap”.  As Aimia states in its new website, “we see relationships differently”.

I think very soon, we will see the landscape of global loyalty quite differently. Airmiles recently announced expansion of its Dotz program in Brazil, and American Express purchased Loyalty Partner at the end of last year.

Through its rebranding, Aimia has further distanced itself from its frequent flyer roots and sets the stage to become the dominant player in creating coalition and other forms of loyalty programs around the world. Global leader has a nice ring to it. Airmiles and American Express won’t stay silent for long but, for now, Aimia has created a nifty advantage to achieve its longer term goals.

Article

Coalition Loyalty

Plenti gets a grocer

Plenti gets a grocer

Loyalty Truth reported in September 2016 that the rumor mill was churning about coalition loyalty operator Plenti landing a grocery partner. Earlier this week, the announcement was made that Winn [...]

Become a Loyalty Truth Insider!

Want to get connected with some of the best minds in customer loyalty? As an “Insider”, you’ll benefit from powerful information framed with a practitioner’s perspective. You can expect a bi-monthly summary of some of our most compelling posts and sharp reads from other sources, combined around a theme to provide insights on trends and hot topics in the market.

  • This field is for validation purposes and should be left unchanged.
Banner
Banner

Event Calendar for Loyalty Marketers