The Innocent
ANA • Air Canada • Air China • British Airways • China Eastern • China Southern • Delta • Emirates • LATAM Airlines • Ryanair • Southwest Airlines • Turkish Airlines • United Airlines
A brand's positioning is best reflected in the topics it chooses as well as the tone and wording it adopts. The gold standard is to create a distinctive content profile that stands out from the competition - one that establishes defining brand peaks that go beyond standard industry topics.
Being part of a travel-related industry, many top airline websites embody an Explorer archetype (try Korean Air or Lufthansa), while others lack a clear profile altogether (see LATAM, Emirates). Qantas and China Eastern stand out with distinct focus.
Choose max. 4 brands to compare:
The Regular Brand
ANA
Air Canada
Air China
Air France
Alaska Airlines
American Airlines
British Airways
China Eastern
China Southern
Delta
Easyjet
Emirates
LATAM Airlines
Lufthansa
Japan Airlines
Jetblue
KLM
Korean Air
Qatar Airways
Qantas
Ryanair
Singapore Airlines
Southwest Airlines
Turkish Airlines
United Airlines
Explorer, Innocent, and Creator are the top three archetypes. The Regular Guy archetype appears with average frequency.
E-commerce and traveler status: Unsurprisingly, the most common words focus on booking processes and available privileges.
_flights
_travel
_tickets
_fares
_book
_rewards
_deals
_loyalty
_class
_frontier
_check-in
_poznan
_korea
_car
_credit
_search
_program
_economy
_dc
_partners