Unique Brand Position

Elton John’s brand architecture stands as a grand example for how to establish a brand in the marketplace. Developing both the functional and emotional elements of the brand, creating a distinct personality to which customers can relate, formulating a brand promise, and promoting a unique brand position and message to customers are all part of establishing a powerful brand among a host of also rans.

Neeleman in the Sky with Diamonds The Elton John brand is different from many others in that Elton, the man, is Elton, the brand. But entertainers aren’t alone in this arena.

Companies that hire spokespeople-or, even more important, use their CEOs as front people-also have to figure out how to handle this intricate intertwining of personalities. Enter David Neeleman, CEO of JetBlue, who plays a vital role in the growth, popularity, and profitability of his unconventional airline.

Take Me to the Pilot Amid headlines proclaiming financial woes among almost all major airlines, JetBlue Airways has emerged as a darling of the air travel industry. Armed with a fleet of new planes (equipped with leather seats and DirecTV programming), low fares, friendly service, stateof the art check in technology, and a healthy dose of entrepreneurial spirit, JetBlue is connecting at the deepest level with travelers who are fed up with the business as usual service of the major airlines. JetBlue’s brand encompasses a unique combination of product, personality, and promise that is changing customer expectations about travel.

In the company’s pilot seat is David Neeleman, who set out to create a successful low fare airline based in New York City. His goal was to “bring humanity back to travel and to make flying more enjoyable.” Sound challenging? Critics thought so. They scoffed at the notion of developing a unique product in the less than creative airline industry, not to mention finding quality employees able to carryout the rigorous standards that the JetBlue team envisioned.