Have you noticed all that nice, clean, cool advertising coming out of post-Chapter 11 Delta? It’s all part of a marketing campaign to announce Delta’s “new era, introduce an updated, boldly modern corporate brand and showcase a reinvigorated customer experience,” according to the company. You can even watch Entourage.
Problem is, I flew on the first day of Delta’s emergence from bankruptcy and it was a nightmare. I came up from Mexico City, where a computer failure forced the passengers to wait on the plane for an extra hour—or was it two? When I arrived at JFK in New York, Delta blithely told the passengers that 96 bags had not been put on the plane because of “rebalancing” issues. Now what does that mean? That’s more than half the people on that flight.
They would arrive the next day, Delta promised. My bag didn’t arrive for three days.
Remember all those Ford ads describing how innovative the company was? It just didn’t ring true to consumers. Same thing with Delta. It can hire the very best ad agencies to write a terrific narrative but if it doesn’t deliver the minimal basics, consumers won’t buy it. In fact, this kind of branding antagonizes consumers and makes them feel like they are being suckered. Which they are. Delta is failing branding 101.
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