The famous RMS Titanic sank exactly 109 years ago in 1912, after hitting an iceberg the previous night. The company who owned the Titanic, White Star Line, became defunct 87 years ago. So, today we’re going back in time with a brand analysis on WSL!
Fast facts
- Name: White Star Line (WSL), or The Oceanic Steam Navigation Company
- Type: Partnership
- Parent company: Ismay, Imrie and Co.
- Origin: Liverpool, England
- Founding year: 1845
- Defunct year: 1934
- Key people: Joseph Bruce Ismay, Thomas Henry Ismay, William Imrie, Henry Wilson, John Pilkington (former founders/owners)
- Key stakeholders: Cunard Line (successor)
- Areas served: Transatlantic
Bad campaigning
Even before the sinking of the Titanic, White Star Line had become one of the most famous shipping lines within its market. Instead of focusing on speed like others, WSL prioritized the comfort of the passengers. Still, they experienced nearly 30 incidents ranging from wreckages and collisions to disappearances of ocean liners.
“Unsinkable” – that was the word they used to brand and advertise the Titanic in the papers. It was a successful marketing campaign that attracted many passengers. Luxury, comfort, and the promise of hopes and dreams coming true in America captured the attention of people from all social classes.
Unfortunately, the Titanic sank anyway, causing a lasting blow to the reputation of both the ocean liner and White Star Line. Additionally, the chairman at the time and a survivor of the sinking, Joseph Bruce Ismay, quit his position out of shame.
Consequences and preventions
Had White Star Line avoided false advertising, its brand reputation might have been salvageable. The marketing team’s tactics made all employees overly confident about the Titanic being unsinkable. Their strong belief spread to the public, creating an expectation that ultimately proved disastrous.
The best ways to prevent such a long-lasting bad reputation would have been simple: better internal communication about acceptable marketing claims, sufficient lifeboats on board, and heeding the six warnings of sea ice the day before to slow down the ship.
Conclusion
Later, White Star Line went bankrupt during the Great Depression and the brand was taken over by its rival. Notably, their level of customer service was well executed and is still remembered today. Their successor (and former rival), Cunard Line, even uses the term “White Star Service” to emphasize their high level of service.
In short, such branding could no longer survive in today's world. Imagine if a disaster of this magnitude occurred in the era of social media—the sinking, lasting nearly three hours, would have been broadcast instantly, destroying the brand image overnight. What do you think?
