Airlines have always been a source of frustration for consumers. Now airlines like United, American and Southwest are introducing extra fees to customize your flight. American Airlines offers commuters the “Boarding and Flexibility Package” which gives you options like boarding early…for $9 to $19 based on routing. United Airlines offers similar options with their “Premier Line Service” starting at $19 and Southwest Airlines charges $10 for its “Early Bird Check-in”. Another option from American Airlines includes a $75 discount off the $150 change fee if you may need to change your itinerary. According to CNN Travel and Chistopher Elliott, a travel columnist, “American is allowing you to pay a fee to avoid paying a fee”.

Airlines are attempting to make up for their losses by charging for basic amenities…but at what expense? Are these so called perks really what consumers are wishing for?

More consumers are factoring the earth into their final buying decisions and looking to brands that are making the same commitment to the environment. Brands like CareMail at Staples and cleaning products like Clorox Greenworks are taking advantage of consumer’s buying behavior and demonstrating their commitment to the planet.

Doing right by the earth can be a competitive advantage for your brand if it is expressed in a powerful authentic way. Seventh Generation is a great example of a brand that was already doing the right thing -- not just jumping on the marketing bandwagon. Do you think consumers will notice them or think they are like everyone else?

As Going Green becomes less of an “extra” and more of a price of entry think about what your brand can do to clearly spell out what it’s made of and become more earth aware.

Even a suggestion of freshness by your brand in today’s over processed world can give it a leg up on the competition and the added momentum it needs to get ahead. Bread and Butter in New York embraces the goodness of “fresh” not only with their tagline, Habits to be Made, but also with their just-in-time preparation and use of fresh ingredients.

Other brands you see everyday that have picked up on the idea of Fresh is Better include Freshpet Select, all natural fresh meals for your pet made with high quality real meats and vegetables, and Oscar Mayer Stay-Fresh Reclosable Tray, high quality easy-to-store packaging that “keeps the last slice as fresh as the first”.

What can your brand do to embrace freshness?

Pete Blackshaw understands the power of the internet. He is co-founder of the 2004 Word-of-Mouth Marketing Association. He presently authors a bi-weekly column on digital marketing strategy for the ClickZ marketing network. He authors several work and personal blogs, including Hybridbuzz and parenting centered blog Dosbebes. On Facebook, Pete manages the Consumer Generated Media, Digital Cincinnati and Web 2.0 Dads groups. In 1999, Pete founded PlanetFeedback.com, one of the web’s longest running online consumer feedback services.

Here, on Extra Piece of Chicken, Pete talks about The Next Big Thing, Social CRM and connecting to your consumers through social media. By building smart databases and understanding your consumers channel preferences -- blogs, twitter, Facebook -- you can build deeper more meaningful and energetic relationships with your consumer.

Check out Pete’s bio to learn more about him and how to harness the power of digital marketing and its affect on your consumer.

When consumers want something more from a brand one of the easiest and most cost-effective ways of delivering that desired benefit is to let another brand bring it.

Great branding does all the heavy lifting when you use the Power of Two. Your brand offers the fundamental benefit and your ‘guest brand’ offers something your consumer wishes your brand would give them. You have to be able to describe your brands benefits and the desired and compatible benefits as expressed by the consumer. Both brands will benefit from the association if you do it right. Consider Cascade 2in1 ActionPacs with the Power of Dawn, Nike +iPod, Staples and Sealy Posturepedic Executive Chair and Tide with Febreze Freshness.

Ask your brand, what are benefits your consumer is wishing for that align with what your brand already delivers? Do you have any alliances or partners you can leverage?

As consumers become more willing to experiment in the products they buy, brands in the appropriate categories who push the boundaries will become more and more relevant.

As we posted in The Edge in November 2009, there continues to be an appeal in doing the unexpected and challenging social acceptability.

NARS cosmetics has been leading in the cosmetic world with products like Orgasm Blush and The Multiple. Did you ever think you would see condoms packaged with blush and lip gloss? While NARS is using their illicit appeal to get their point across, sales of the Safer Set benefits Amfar Programs to promote global safe sex education, other brands like Dior who has introduced Addict Lip Color and Victoria’s Secret with brands like Tease for Two, Rapture and Secret Moments are all daring consumers to put on a little bit of naughtiness.

The amount of apologizing that is happening these days is not only mind-boggling but is getting somewhat tiresome. Consumers, already a bit apathetic and cynical about anything that’s free, are getting barraged by brands, and famous people, baring their souls. Ten to twenty years ago this would have been an impactful gesture but today it just feels like a tactic, you can almost hear the boardroom, “create something to get into the good graces of the consumer until we think of something else”.

- Taking 10% of salt out of popular kids meals

- Not serving softdrinks to under high school aged kids in third world countries

- Tiger trying to act right

How can companies call themselves out before being caught? This feels like it would mean more to consumers? If you are running a brand or company, think of your dirty little secrets, what are they? Is it worth addressing those shortcoming before getting eXposed?

We all have great appreciation for things made with the authenticity and craftsmanship of a true master. Consumers value products made by people who care and who take the time to get it right. Through artisanship a company or brand can deliver an original and special experience consumers are willing to pay for -- I mean who would think a bread place could pack in the people at 10o’clock on a Friday night?

“For 120 years, Carhartt has manufactured premium workwear known for exceptional durability, comfort, quality of construction, and fit that you can feel in the fabrics and see in the performance.” (Carhartt website). In America, Carhartt is known for for providing hard working clothes for hard working people such as farmers, ranchers and outdoor enthusiasts. Now, in Europe, the Carhartt brand has repurposed itself and is not only about workwear.

Carhartt Streetwear has really taken off and given the brand a new edge to adapt to the European market. Since 1994 Carhartt has been distributed in Europe through Work in Progress and Carhatt has grown to one of the leading brands within the European Streetwear scene. Today, in Europe, “Carhartt is known for a supreme collection and its dedicated support of upcoming artists, musicians, skateboarders and BMX riders.” However, the European Carhartt has stuck to it core global idea of “innovative design and exceptional standards of quality, durability and comfort”…just with a slight twist.

We all have times when we feel stressed and under pressure to live our life and get things done. Consumers understand there are times when an extravagance (a little indulgence) is precisely what they need…at the airport.

Minute Suites, are meant to appeal to travelers who don’t have a membership at an airline club, parents with cranky children, businessmen and women wishing to get a head start on a presentation and sports fans who want to watch a game. Taking a tip from Asia and parts of Europe, Minute Suites offers travelers a private retreat to nap and relax. British-based Yotel modernized the mini-hotel concept in 2006 when it introduced its pod-hotels at London Gatwick and in 2008 IKEA offered fatigued Stockholm shoppers a similar form of respite by installing a Sovhotell (sleep hotel) in one of the city’s downtown shopping centers.

As people continue to rid themselves from the growing stresses of modern living and traveling, they will retreat to places of comfort and indulge themselves with products that are comforting and provide an escape. Give your consumers a feeling of comfort, satisfaction -- an easy and affordable indulgence -- because they’re worth it.