As the previous blog outlined, a down economy can translate to real opportunity for those who know how to leverage it. It creates a competitive environment where branding can really make you stand out from the masses.

Take airlines, for example.  Most airlines are playing defense on costs, with– a la carte fees on checked bags, meals, curbside check in, and on-flight entertainment.  The result?  A lot of critical flyers with the resentment of being “nickel and dimed.” 

Jet Blue, while it is also charging for previously free “extras,” is creating a unique experience at the same time.  So although “jetters” are charged for baggage, they also get those bags sooner to minimize the wait time at their final destination.  Although they are charged $7 for a pillow and blanket, it happens to be a 10-by-12 inch pillow, a fleece blanket which can reused, along with a $5 coupon for Bed Bath & Beyond–pretty reasonable bang for your buck.  And as always, you’ll find Jet Blue’s In-flight entertainment and comfy seats.

Jet Blue realizes that it is no longer enough to just offer low prices. Once you’ve experienced this unique difference, flyers suddenly realize its value-and often question how they could have lived without and why few others seem to get it. It leaves a lasting impression, which is reinforced by the external advertising. Advertising certainly helps to shape the message, but something magical happens in the experience.

The lesson?  Make sure you’re providing a differentiated experience; one that your customers value.

-Bianca Abate

Share on Facebook