The airline industry is like no other ' it is cyclical in nature, incurs high-fixed costs, there are uncertainties due to heavy dependency on other fluctuating factors like oil prices and has a length of engagement with the customer that is not common in other industries. This makes is difficult to apply branding principles from other industries to airlines. At the end of the day deciding the most strategic branding approach is critical. Is increasing competition the issue? Is it perception, whereby the image of the airline is decreasing its ability to entice customers and a committed workforce? Hence, a distinctive approach is needed for airline branding, which takes into account all these factors unique to the industry. ACA Associates focuses on helping airlines define their distinct brand positioning, and then communicating this to their customers through cutting-edge, yet cost effective means. Specifically, we've been working with airline executives to empower their brands to interact with the customers by leveraging on social media and Web 2.0.