Delta brand shows us all again it could care less
Tom Dougherty, CEO – Stealing Share
9 June 2011
I mean, come on
Perhaps you may have not heard, but Delta Airlines recently charged a group of 34 soldiers coming back from Afganistan a total of $2,800 to bring their baggage back home from war. The fees were in “extra baggage,” which, in some cases, included military weaponry. Nice Delta brand, huh?
“I have no doubt that Delta has serviced members of the Armed Forces before and I hope and assume that this is simply an aberration. But what it shows is the lack of thought about the Delta brand in general.”
I fly a lot and I am trying to imagine the conversation that occurred as the ticket agent checked these soldiers in to their flights.
“I am sorry ma’am. My orders say that we will not be charged for bags and I am coming back home from Afghanistan after almost two years. The army paid for this ticket.”
“I understand, but it is our policy to collect for additional baggage and I am sorry that we can not make exceptions. If we start making exceptions for you, then we have to make them for everyone.”
“This is completely wrong, one of these bags has my field weapons in it. I do not even own those. But I want to see my wife and the little girl I have not seen in almost two years so here.”
“Enjoy your flight”
While I am sure my version of the conversation was both softened from the perspective of the returning soldier and a bit snark, clearly there is no thought placed in the value (or lack there of) in the Delta brand by its employees and executives. In most airports, the presence of members of our Armed Forces seem as common as Starbucks. I have no doubt that Delta has serviced members of the Armed Forces before and I hope and assume that this is simply an aberration. But what it shows is the lack of thought about the Delta brand in general.
I say this because the best brands train their employees to make decisions that are in the best interest of the brand first – even if those decisions cost the company money. It is the ability to make those decisions that help good brands become great. Nordstrom does it. Apple does it. Disney does it too along with a host of other brands I am not naming. Empowering employees to make decisions autonomously shows that management believes in and promotes the value of their brand.
Delta obviously does not value it brand in the same way as the likes of Apple and Nordstrom. But does that surprise anyone who travels for a living?
Political Ideology Creates Broken Government Tom Dougherty, CEO - Stealing Share 18 May 2017 Political ideology. Stop the madness. Political ideology The whole world is in political strife. And I believe the root cause is political ideology. It’s not surprising. I...
LaVar Ball Tom Dougherty, CEO - Stealing Share 17 May 2017 LaVar Ball makes it hard to root for his son Here's some straight truth. I've seen Lonzo Ball play basketball only a few times. I know the UCLA freshman has legitimate hardwood talent, potentially a...
Madden NFL 18 and Tom Brady Tom Dougherty, CEO - Stealing Share 15 May 2017 Madden NFL 18 shows NFL all in on Tom Brady This just in, NFL fans. The NFL is all in on Tom Brady. Just a year after the New England quarterback served a four-game suspension over...