Delta Airlines lives up to its brand promise
Tom Dougherty, CEO – Stealing Share
26 June 2014
Apparently, Delta Airlines is taking market share from its competitors.
It seems that Delta is growing in almost every market, and American/US Airways and United are shrinking to an almost perfect correlation to the growth being captured by Delta. Delta is even gaining against low-cost carriers like JetBlue.
Now I am sure you expect a brand man like me to credit Delta’s growth to its brand and you would be right. “Keep Climbing” is the best brand theme line in the entire airline industry because it is one of the few that is about the flyer and not the company. It answers quite nicely who we believe we are when we chose Delta. We are someone getting ahead and succeeding in all things.
Finally, an airline with a brand promise that’s about the flyer.
The rest just talk about the damn airline.
But, I do not believe, as terrific as the Delta brand promise is, that the slogan is the sole reason the airline is winning the battle for a finite pool of customers. Trust me on this. Delta has culturally decided that it needed to win more than your airfare. It wanted to transform the experience as best as it could. The theme line came about because the culture permitted it. Looking at your business from the outside in changes everything and, in this case, it also changed the theme.
Delta Airlines talks about the flyer.
I am a Global Services flyer with United. It is their highest status. It is so secretive that United doesn’t release the criteria needed to gain that status. Supposedly, I am treated the best by United. Sometimes, that’s true. Most times, however, I am just another weary face boarding a beat up and worn out aircraft.
“It answers quite nicely who we believe we are when we chose Delta. We are someone getting ahead and succeeding in all things.”
My status does permit me to board first, behind folks who need extra time to board because of infirmity and military service people in uniform. This provides me with the wondrous advantage of sitting on the hard, uncomfortable seats longer than the last to board and a birds-eye view of all the other harried and angry passengers.
I fly Delta occasionally and I have to say it treats me better with no status than United usually does with its highest level of affinity. Delta still brings little bags of pretzels or treats to my seat with my choice of beverage. It staff is always professionally dressed and seem to smile more.
Will any of the other airlines get it right? Doubtful.
I am not noticing this because Delta has told me to “Keep Climbing,” but I think it is being delivered as a real promise more often than not to the traveler. The flight crew has embraced it as well. Delays and plane troubles are part of the experience for everyone today, but you would be surprised how much easier it is to take when the messenger is professional and understanding.
So keep climbing Delta. If I were given equal status on your airline as I have with United, I would never fly United again.
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