Over the course of his career, Danish marketing and brand transformation expert Martin Lindstrom has worked with some big names in business – think Burger King, Geoogle, Lego, Microsoft and Pepsi.
In 2019, Swiss International Airlines (SWISS) asked Lindstrom to help address a pressing problem for the business. Hundreds of interviews conducted with SWISS passengers and staff had highlighted one overarching theme – passengers were anxious, and not necessarily about the plane crashing.
Myriad little factors contributed to passenger anxiety – getting to the airport on time, having the right documentation, getting a good seat, making a connecting flight, getting through Customs, not losing luggage and so on.
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