Brand Navigation on the Turbulent Sea of Space

Below is the first blog post from one of our newest staff members, Jeff Carr, Vice President-Aerospace Communications. A 27-year aerospace industry veteran, Jeff brings his expertise to the Griffin team as head of our national aerospace practice. Sit back, relax and enjoy his posts, which give a fresh perspective on the state of the aerospace arena.

You can feel it coming … a fundamental sea state change in the space industry. The successful launch of Falcon-9 from Cape Canaveral last week made it all the more certain. As sure as the privately built and operated rocket blasted shock waves across the space coast marshland, a palpable ripple ran through a changing space industry.

At the same time, just a few miles up the coast, every milestone met in the preparation for launch of the Space Shuttle is being savored as an historic step in the final chapter of an epic adventure that has been the predominant focus of our industry for 30 years. Those dedicated space professionals know better than most that this process is less the beginning of the end than it is the end of the beginning.

You see, the Space Shuttle was never an objective in and of itself. It was always intended to be a means to something more … a space transportation system that would enable the evolution of our space exploration capabilities, allow us to build and operate a space station, and open an era of space exploration and discovery. Mission accomplished. The United States is the unrivaled leader in space operations in the world. No one else even comes close.

But, it is time to let go and move on … but to what, where and when?

Dozens of space businesses are contemplating that question with nothing less than their future on the line. For years, they have relied on the stability and security of a long-term program environment with a NASA acquisition process that ensured a steady stream of opportunity for those that knew how to play the game. The Vision for Space Exploration and its Constellation program pretty much cast the strategic business plans for an entire civil space industry. How quickly the tide turns. Today, some feel that the future of space exploration couldn’t be less clear. But, that’s not to say that it is less certain.

While the debate continues over what course and form space exploration will take over the coming years, there are some undeniable new currents in the space business that are gaining strength and momentum. There will be competition, but the government won’t necessarily subsidize the risk associated with that competition. The spoils will go to those willing to share a fair portion of that risk up front. The looming gap will be closed, and we will return to domestic launch vehicles carrying cargo and American astronauts to space. But, they’ll be purchased by the government, designed and built by industry.

The customer community is also changing. Entrepreneurs, commercial enterprise and private citizens are also driving demand for space access and experience. Innovation and inventiveness, both from a technical and a business standpoint, will drive enterprise and prosperity.

The question that space businesses should be contemplating (and many are) is, “How does my business align with these new trends, how are we perceived, and how well are we positioned to compete and win a role in this new competitive environment?”

The businesses that ride the first waves of change to success will not be waiting to see how the debate turns out. They will be seizing the opportunity to rebrand themselves for the future. They will focus on and strengthen the values, qualities and capabilities that they can uniquely contribute to the success of their customer in this new environment. They will be finding ways to better communicate their own vision for the future, letting their target customers know that they are on the move to be more responsive, more affordable and more relevant. They will be rallying their employees around a strong internal brand — that shared sense of purpose, values and beliefs that motivate pride, innovation and risk-taking.

If you’re thinking it’s best to just sit tight for now and see how things develop, that maybe it is just too soon to jump into these turbulent waters with a full-blown brand analysis and marketing strategy, give me a call and let’s talk. Those who wait too long for the seas to settle before taking control of their brand position in the new market may risk missing the opportunity to ride the momentum of the tide … or risk missing the boat entirely.