'Delivering uptime' runner up for Best brand campaign 2008 for Satair

As the world's largest independent aerospace parts distributor, Satair supplies more than 50,000 different parts to aircraft operators and manufacturers. It also delivers supply chain solutions that help customers achieve greater efficiency.

A pie in the sky

For years, Satair ran a successful business and acquired new business around the world without investing heavily in branding.  However, fierce competition from cheaper rivals and demands for added value from customers led to the need for a single distinctive brand which was relevant both to the global aviation market and Satair's own employees. The newly-defined brand needed to:

• Secure new distribution contacts from aircraft parts manufacturers, particularly of high-end part
• Develop Satair value-added products and services such as total supply chain and inventory management solutions
• Be expanded, particularly into the US and emerging Asian markets

Defining the brand

Its agency, Cross Border Communications (CBC), conducted a series of interviews with the company's employees around the world, including senior executive teams, country managers and representatives from all business units. The aim was to identify what Satair stood for, how it differed from its competitors and how customers benefited from working with the firm.