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'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.