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About

We talked to Bert Goren, Product Director at SWISS, about what is needed to bring more SWISSness back to the iconic airline brand.

After SWISS International Airlines was acquired by Lufthansa in 2008, there was a strong focus on standardization, ergo increasing efficiency. Even though this approach was important to get SWISS back on track, it didn’t foster innovation. A certain degree of differentiation is now needed in order to show the unique value proposition of each Lufthansa Group airline, depending on the specific target segment.

What elements are used today by Bert Goren to make SWISS unique? Read the full list of take-aways here.

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