PHILIPSBURG:--- Recently the local aviation company AVA Airways signed an agreement with the prestigious company Tenet Partners from New York, which will be in charge of branding Ava Airways for the world presences of the Ava Airways brand.
The Language is supposed to illuminate meaning, but it doesn’t always work that way. As usage evolves, definitions become unmoored, and different people start using the same word to mean entirely different things. I think “brand” is one of those words that is widely used but unevenly understood.
What does “brand” mean, and how has the word’s application changed over time? The first definition of “brand” is the name given to a product or service from a specific source. Used in this sense, “brand” is similar to the current meaning of the word “trademark. In fact, one of the ways we sometimes see that a brand is growing stronger is when its customers start referring to it by something different from its brand name. Think “FedEx” or “Tar-jé.” This only happens when customers feel enough of a relationship with a product to bestow it with a nickname—which, in the cases I just mentioned, happily reinforce the brand attributes Federal Express and Target this is the direction Ava Airways is heading with its brand positioning, stated, Olivier Arrindell, Chairman of Ava Airways.
Tenet’s Chief Operating Officer, Russ Napolitano was in Curaçao to sign the agreement between the two companies. Tenet is one of the three top branding companies in the U.S. and it’s based in New York. Tenet is a rare find in the agency world. Whether providing research, digital, creative or employee engagement strategies, their execution is flawless and the dedication of their team is extraordinary. Tenet’s task is to take AVA Airways concept and turn it into a Brand name not only to be repented in the United States, but also in the Caribbean and Latin America, which will be the most important destinations of the airline.
