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Recognizing when a brand refresh is required

Posted on Categories BrandonomicsTags

When your industry changes, your brand has to change with it to remain relevant and differentiated. CEO of Universal Weather & Aviation Ralph Vasami shares how they recognized that their brand needed a change to stay relevant.

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I’m Robin Tooms, VP of Strategy at Savage Brands, and my guest today is Ralph Vasami, CEO of Universal Weather and Aviation. So Ralph, welcome to Brandonomics.

Ralph: Well thank you, Robin. It’s great to be here.

Robin: Ralph, I’m so glad you’re here today. We’re going to talk a little bit about your brand, the Universal Weather brand. The company itself has had such a long and successful history, but you’ve decided it’s time to look at your brand positioning. So tell me why. Why was this the right time for you guys?

Ralph: Well, the company is about 54 years old currently, and we were fortunate enough to be at business aviation’s infancy, and we grew up with the industry.

Robin: From the beginning.

Ralph: From the beginning, and so services that they wanted then we were able to provide, like weather briefings in the U.S. So our brand reflected universal weather and aviation. And as airplanes became more sophisticated and started traveling outside the U.S., again we were there from ground zero. So we started providing international trip support. So our brand kind of evolved with the industry, and product and service development, so Universal Weather and Aviation.

Robin: So obviously so much has changed over that many years. You can’t obviously continue down the same path you did 54 years ago.

Ralph: Correct, so what we realized about five years ago is that many of the products, and services, and features, and benefits that differentiated Universal in the past were no longer relevant as far as differentiation, and we had much, much more competition throughout the globe. Everybody has access to the same technologies, and the same data. So we grew stale.

Robin: So when that marketplace changed, differentiation became less relevant. You had to change with it.

Ralph: We had to change, and I went back, and reviewed what we were saying to our customers, and I saw things like “we have email,” “we’re 24/7.” We’re not differentiated, and our customers are not shy to tell us how they feel. They’ve told us, you sound the same. If there’s 25 choices now, you all sound the same. So you have to look back and say, what’s our value proposition today versus yesterday?

Robin: Well, I appreciate you setting the stage with that story. Thank you so much, Ralph.

Ralph: No problem.

Robin: This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.


Universal Weather & Aviation shares a purpose with its clients as they navigate a complex world – the success of their trip. The global business aviation trip management company empowers its 1,700 employees to share clients’ sense of urgency and exhaust their global resources to meet the needs of those who utilize business aviation.

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If you’re interested in knowing more about how purposeful companies attract the best employees, build loyal relationships with their customers, and differentiate themselves from their competition, then let’s start a conversation.