Neeleman finds himself in a similar position as he becomes the evangelist of the JetBlue brand within the organization, to the financial community, and to its fans. By the end of 2002, JetBlue found itself 4,000 employees strong. JetBlue has stayed true to its core strengths, not allowing image to detract from its real value in the market. As with Elton John, the total customer experience will keep JetBlue focused on delivering the right combination of functional and emotional brand attributes to see the organization through expansion with its reputation intact.
Still Standing Learning from the case of Elton John, in which he eventually became more about personality (costumes, wigs, and stage antics) than just about music, JetBlue’s commitment lies in a healthy combination of improving the functional aspects of its brands as well as its emotional components.
At a time when branding seems to be all the rage, there are those who caution against becoming too branding oriented just for the sake of creating a name in the marketplace. Ron Frasch, CEO of Bergdorf Goodman, explains that in the world of retailing, branding will get you only so far, for so long. “For us, it still comes down to the quality of product and service that we provide to our customers, whether we use the term branding or not. The danger for some of our vendors is that if they see their brand as
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