Delta Airlines had built a strong brand over the years by focusing on providing an excellent experience for fliers. This commitment to quality has earned them a loyal following of frequent flyers who are willing to pay a premium for their airport lounges, an exalted place where they can get free food and drinks, relax in lounge-y chairs, refocus at desks or conference rooms, and even make use of well-maintained restrooms.
However, even the most beloved brands can stumble. Delta recently announced changes that upset some of its most loyal customers. They planned to limit access to their Delta Sky Clubs and make it harder to accumulate rewards points. These changes were met with immediate outrage, especially from frequent flyers who had come to rely on these perks and feel alienated by the brand.
In response to the situation, Ed Bastian (Delta's CEO) openly admitted the mistake, acknowledged that the changes were poorly thought out, and pledged to revise the program to better serve their loyal customers.
Kelly commends Delta for not being afraid to admitting, "We made a mistake" and became proactive in addressing customer concerns to maintain loyalty and trust.
Kelly is the Founding Partner and CEO of Brand Federation.
In response to a recent McKinsey study, Matt Williams identifies reasons why there's a gap between CEOs and their CMOs and how to bridge the gap.
Matt explains how Garth Brooks shows Bud Light why it's better for brands to stand up for their convictions, not abandon them.
Matt Williams and Kelly O'Keefe discuss some lessons from a national book retailer's new brand plan.
Ashley Devereux, a brand strategist at Brand Federation, highlights three lessons brands can take from Taylor Swift's Eras Tour.
Kelly and Matt are joined by Keith Middleton (Co-Founder and Co-CEO at Fahrenheit Advisors) who shares insight into how CFOs see branding and marketing.