{
  "docId": "019dd923-5eff-723e-9be7-6110aed29517",
  "docSlug": "eae839ff5006c7e5",
  "documentTitle": "2025 Capital Markets Day",
  "authorId": "Lufthansa",
  "authorName": "Lufthansa Group",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 58,
  "pageCount": 121,
  "prevPage": 57,
  "nextPage": 59,
  "slideType": "key_messages",
  "function": "summarize",
  "density": "dense",
  "nDataPoints": 0,
  "notes": "Uses a 'Strong umbrella brand' tag. The visual structure contrasts the central group identity with the local airline identities.",
  "elementsJson": [
    "headline_text",
    "callout_box",
    "photo",
    "icon_grid"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5eff-723e-9be7-6110aed29517/58",
  "deckHref": "/decks/019dd923-5eff-723e-9be7-6110aed29517",
  "deckJsonHref": "/decks/019dd923-5eff-723e-9be7-6110aed29517.json",
  "deckAnchorHref": "/decks/019dd923-5eff-723e-9be7-6110aed29517#slide-58",
  "components": [
    {
      "bbox": {
        "h": 0.03,
        "w": 0.15,
        "x": 0.03,
        "y": 0.01
      },
      "kind": "callout",
      "text": "Strong umbrella brand",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9c361044-5927-4f02-a4c1-993e148da36d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "callout",
      "text": "Lufthansa Group umbrella brand creates ecosystem embedding local brands along entire customer journey.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-7323-76ab-8d03-d7a9481ce77c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.21,
        "w": 0.45,
        "x": 0.518,
        "y": 0.62
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "icon-grid",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e68e70c2-d203-460a-9c17-db2c1146c1c0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.21,
        "w": 0.45,
        "x": 0.518,
        "y": 0.288
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "illustration",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4527a2c6-bf7c-44c9-beac-c92580356b58",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.35,
        "x": 0.04,
        "y": 0.635
      },
      "kind": "paragraph",
      "text": "Distinct local airline brands... ...act as local champions and deliver authentic experiences that best match customer needs",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2610d55d-dd17-4901-93d3-b62eea84423d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.35,
        "x": 0.04,
        "y": 0.335
      },
      "kind": "paragraph",
      "text": "One strong Group umbrella brand... ...visibly connects all airlines, harmonizes experiences and strengthens the Group as a trusted partner",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f30bbcac-64b4-48ae-9150-b6805fbf6b8f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.8,
        "x": 0.03,
        "y": 0.05
      },
      "kind": "title",
      "text": "Lufthansa Group umbrella brand creates strong ecosystem for all airlines",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "dbd188a4-3e76-41da-983f-b4e17641cf97",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Metaphor & Analogy",
      "slug": "metaphor-analogy",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019debd8-1b48-77bf-909f-343d9ee9fd11",
      "evidence": "Umbrella brand metaphor for ecosystem",
      "confidence": 75
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 97,
      "from": 17,
      "beatId": "019debd8-0a82-751f-a775-014f6d730e19",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": null,
      "evidence": "Eurowings, Cargo, Technik, Commercial, Fleet, Digital, LHA turnaround",
      "position": 4,
      "confidence": 90,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 97,
      "from": 9,
      "beatId": "019debd8-0b55-759d-9615-a7fdd3a1b218",
      "arcName": "The Transformation Tale",
      "arcSlug": "transformation-tale",
      "beatName": "The Bridge",
      "beatSlug": null,
      "evidence": "Strategy + segment programs + LHA turnaround",
      "position": 3,
      "confidence": 70,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 66,
      "from": 50,
      "name": "Build Up",
      "slug": "33-build-up",
      "bestFor": "Pricing justification, cost estimation, market sizing",
      "matchId": "019debd8-0cd6-7799-aa45-329621b33fc7",
      "evidence": "Four building blocks p52, then steering, network, sales, brand, loyalty, premium each layered on.",
      "position": 9,
      "objective": "Build commercial value through stacked building blocks",
      "structure": "The Base -> Add Component A -> Add Component B -> Add Component C -> The Total",
      "confidence": 72,
      "description": "Start from zero and add components to arrive at a total"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}