Renewing the Brand Promise

Clearly what happened last week with the JetBlue travelers was not fun. People were stuck, stranded—unable to get answers, to their destinations, or even off the planes! A lot of people were/are angry and upset. I understand all those sentiments. But I tip my hat to David Neeleman, founder and CEO. The letter he published to his flyers was authentic and forthright. I don’t know of too many businesses that haven’t made mistakes, some bigger than others. JetBlue is admitting their errors, putting in place methods and processes so that this doesn’t happen again, and they are trying to do everything to bring their brand promise back to life.

JetBlue understands where they failed, but they are renewing the brand promise and owning the problem of improving the customer experience. I would love to hear your thoughts about this letter.

Val Willis posted this on February 23, 2007, in Branding.
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