A brand experience -- JetBlue
JetBlue-Flying the Brand
by Jack Hally
How can anyone not love JetBlue? Ok, besides the fact that I’m impartial to “Blue” companies, JetBlue gets travel and they get -- and live -- their brand.
Where Delta experimented and failed with Song in the late 90’s, complete with hip slogans, cool interiors, interactive games and comedic flight attendants. JetBlue picked up the baton (or baggage) in 2000, took off flying... and never looked back.
From the moment I enter the newly refurbished terminal C at Boston’s Logan airport I am embraced by the culture that is JetBlue. The colors and textures exemplify calm and transport me to a place far far away from the chaotic world of travel. Consistent and intelligent, their brand message is delivered accurately and on target. Damn they are good.
For those who fear the “mundane and time consuming process of airport check-in”, JetBlue has obviously listened to their market research and taken the time to understand the power of simplicity and the customers “needs”. I must say that their approach to technology, user interfaces and media is well and beyond friendly…and yes…Can you say 36 channels of free TV??....Damn that is smart…How efficient is the check in process (yes…even I love the self service kiosk) and the well staffed and well informed baggage drop off line (my time today was 11 minutes from kiosk to gate). It is these attentions to detail and a change agent approach that makes the entire stressful experience of travelling in a “post -911 world” melt away.
If Blue is their brand than positive is their culture. Each and every JetBlue employee is ready to star in their “role as ambassador to the brand”, taking a cue from another service superstar, Disney, who maintains that every employee is a cast member… ready to star in the daily show which is their brand experience.
And at JetBlue, this brand experience is genuine, heartfelt and honest.
As I type this at 36,000 feet, somewhere high over Cleveland, en-route to Las Vegas for CES, my flight ambassador Karen, a 10 year member of the JetBlue team approaches me with her overabundant basket of free treats to ask what I would like…
Jack- ”Do you have any nuts”??
Karen- “The only nuts up here are the flight crew” :)
So next time you fly, fly "Blue"…soak in the best brand experience on the ground and in the air, have a few cashews… but don’t forget the chips. They’re blue too.
Brand is happiness.
Brand is food.
Brand is consistent.
Jack Hally is Executive Vice President and Co-founder of BlueHive, a full service firm which specializes in the design and production of Strategic Brand Environments. Jack is a frequent lecturer and commentator on brand marketing and entrepreneurship. He has successfully launched over 300+ companies during a 30 year career. He loves extra legroom and early boarding. He may be reached at jhally@blue-hive.com