A Slide Isn’t Strategy

Most brand decks sound strong.
Until you leave the room.

The line is sharp. The intent is clear.
But then nothing happens.

Because strategy that doesn’t travel
doesn’t matter.

Ryanair Doesn’t Just Talk Brand. They Are Brand.

The message? Dirt cheap. No apologies.

“It’s called low fares, not low expectations.”
“If you want a quiet flight, take a private jet.”

And that message shows up everywhere:

• Website: basic and brutal

• App: upsells everything

• Social: savage and self-aware

• CEO: louder than marketing

There’s no “on-brand review process.”
There’s just brand — in motion.

This Is What Strategy That Travels Looks Like

Ryanair’s marketing doesn’t invent the voice.
It reflects what the company already is.

It’s irreverent because the model is.
It’s aggressive because the pricing is.
It’s shameless because the customers already know.

The message is clear — and contagious.

The Fix? Build a Message That Can Move

Before you launch a new message, ask:

• Can it headline a billboard?

• Can your social team use it without approvals?

• Can your CFO say it in an earnings call?

If not, it’s not a message.
It’s a decoration.

Final Word

Ryanair didn’t dilute its message to scale.
It amplified it.

That’s the bar.
If your message can’t travel, it won’t move the business.

So test it. Break it. Spread it.
Because if it stays in the deck — it’s already dead.