First it was JetBlue. Now Southwest. Two of the most successful airlines in recent years are losing altitude. Why? They’ve broken one of the most fundamental rules of successful brands – trust.
JetBlue's ill planned expansion and rerouting plans stranded passengers over the summer during a series of weather “events”. Passengers were stranded in airports for days. They missed business meetings. They missed get-togethers with loved ones. This from an airline that built its brand around great customer experiences. It’s hard to fix a problem when it torpedoes your brand promise.
Southwest’s problems are more serious. Can “low-cost” airlines remain low-cost while still flying safe planes? With the leader in the space cutting corners, can it be long before we see other airlines doing the same? Flying airplanes with cracks in the fuselage is a dangerous risk.
This apparently conscious decision has hurt 30 years of focus, brand building, and success by breaking the trust it built with customers. It may also have broken the law.
The lesson for marketers? Brand building is a never-ending journey. It is built on trust and consistency. And when mistakes are made that undermine those efforts – even by the most successful brands - it is very difficult to rebuild what has been destroyed.
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