JetBlue’s “Happy Jetting” Is More Than Empty Promises

I’ve written posts that have chided marketing campaigns from JP Morgan Chase, Circuit City, and John Hancock because they appear to be disconnected from the reality of how the firms treat their customers. Those myopic marketing efforts fail to meet a fundamental tenet of Experience-Based Differentiation: Reinforce the brand with every interaction, not just communications.

I even developed this diagram to show how these marketing campaigns can lead to empty promises:

Probability Of Success For Branding Efforts

Positioning And Scope Of Effort

Given my recent negativity towards marketing campaigns, I was thrilled to read about JetBlue’s “Happy Jetting” initiative. I call it an “initiative” because it’s more than just an external marketing campaign. Here’s some of what Andrea Spiegel, JetBlue’s VP-Marketing, had to say about “Happy Jetting” in an Advertising Age article:

This is much more than just an ad campaign, it’s a brand campaign because it speaks to what the core of JetBlue is. It’s executable across every touch point for crew members and customers. [It’s also] the most integrated internally and externally. We’ve brought to life this new world of jetting internally for crew members through training programs, screensavers and posters all over the company.

Now that’s what Experience-Based Differentiation is all about!

The bottom line: Don’t push ad campaigns, embrace brand initiatives.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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