In the world of business branding, there are 2 kinds of organizations. The ones that talk about what they do, and the ones that focus on what makes them unique.  You can guess which one grows faster and has more loyal customers. Branding is non-negotiable - it’s the only way to stand out in a crowded marketplace.  In this industry, many companies don’t do enough to brand themselves differently, or the brands they do have are stuck in the past. As a result, there are hundreds of companies people can’t really tell apart.  That’s why it’s critical to take diligent steps to be memorable and recognizable.  How do you know it’s time to rebrand? What are the pillars of a good brand? How can legacy brands harness all their digital power?  In this episode, I’m joined by CEO and Founder of Moxie Global Consulting, Melissa Thomas. We talk about my recent rebrand, and inventive ways to make your brand come across differently.    There’s a big difference between branding that tells you what a company does and branding that tells you why they do it or how they solve a problem. -Melissa Thomas   Things You’ll Learn In This Episode    -Put both your feet in the digital world  The world may have moved to the digital space but a lot of companies still haven’t caught up. Why is a website so necessary?    -The biggest branding oversights in aviation  The aviation industry is prone to mergers and product changes. We also have a lot of legacy companies that haven’t fully embraced today’s branding standards. How do you make sure your brand reflects the current state of your business?    -The right time to rebrand In a rapidly evolving world, a brand can get stale really fast. How do you know it’s time for a refresh or a total overhaul?  Guest Bio Melissa Lucas Thomas is the CEO and Founder of Moxie Global Consulting, LLC. She is a visionary business leader with expertise in the private aviation, luxury hospitality, and retail industries. Over the past two decades, she has worked as an innovator and turnaround expert with emphasis on developing inspiring leaders, managing service culture transformations, creating new revenue streams, and delivering operational excellence. Melissa’s innovative process and technology ideas have been a significant driver behind industry best financial results. To learn more, visit https://moxieglobalconsulting.com/.    About Your Host Craig Picken is an Executive Recruiter, writer, speaker and ICF Trained Executive Coach. He is focused on recruiting senior-level leadership, sales, and operations executives in the aviation and aerospace industry. His clients include premier OEMs, aircraft operators, leasing/financial organizations, and Maintenance/Repair/Overhaul (MRO) providers and since 2008, he has personally concluded more than 400 executive-level searches in a variety of disciplines. Craig is the ONLY industry executive recruiter who has professionally flown airplanes, sold airplanes, and successfully run a P&L in the aviation industry. His professional career started with a passion for airplanes. After eight years’ experience as a decorated Naval Flight Officer – with more than 100 combat missions, 2,000 hours of flight time, and 325 aircraft carrier landings – Craig sought challenges in business aviation, where he spent more than 7 years in sales with both Gulfstream Aircraft and Bombardier Business Aircraft. Craig is also a sought-after industry speaker who has presented at Corporate Jet Investor, International Aviation Women’s Association, and SOCAL Aviation Association.    For more aerospace industry news & commentary: https://craigpicken.com/insights/. To learn more about Craig Picken and the NorthStar Group, visit https://craigpicken.com/.     Check out this episode on our website, Apple Podcasts, or Spotify, and don't forget to leave a review if you like what you heard. Your review feeds the algorithm so our show reaches more people. Thank you!