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Value Tradeoffs: How To Increase Your Brand’s Perceived Value (Without Doing Anything New)

Ryanair started roasting its customers on social media. And their sales grew. Here’s why it worked and how to value tradeoffs for your brand:

Ozan Irturk
ILLUMINATION
5 min readOct 21, 2023

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A few years ago, Ryanair’s marketing team started doing something no other brand could even think of.

Roasting their own customers on social media.

Why?

Well, Ryanair has all the downsides of a low-cost airline.

No free food or drinks.

Uncomfortable seats with little legroom.

And random seat allocation where you can’t even sit with your partner unless you pay an extra fee.

So customers complain about the lack of services and additional fees on social media.

You know how other airlines reply to these posts.

A generic “Please send a DM and we’ll be happy to assist you.”

But Ryanair?

They are unapologetic.

They know people are not stupid.

So they don’t try to hide reality or evade these complaints with boring corporate replies.

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ILLUMINATION
ILLUMINATION

Published in ILLUMINATION

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Ozan Irturk
Ozan Irturk

Written by Ozan Irturk

Founder, Frontera. I help executives turn their businesses into great brands via strategy. Join 10,000+ executives: https://fronterabrands.com

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