Jet Blue understands that the little things add up on the whole


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#579 in the Project flies in courtesy of Jet Blue

half cup of sodaJet Blue builds value into their flight offerings. They know the little things can make the biggest impact. They understand it takes more than the proverbial half a can of soda.

Here is a handful of humorous videos showing how they differentiate themselves from the competition:

Let’s look at each differentiator:

  • Full can of soda and unlimited brand name snacks. What’s with the cup of ice with some soda in it by other airlines? You wouldn’t put up with that treatment on the ground. Good point.
  • First bag free. Southwest has done an amazing job of promoting that ‘Bags Fly Free’, but JetBlue is singing from the same prayer sheet. Saving customers either $25 or $50 per round trip is an added value.
  • 36 channels that allow you to watch . . . when you want to watch. JetBlue gives you the two things that traditional air travel takes away: CHOICE and CONTROL.
  • The most legroom in coach. Being 6?2? I can tell you this is key. Nothing more annoying than the person in front of you reclining into your kneecaps.
  • Direct flights. Avoiding layovers is key. It saves time, hassle and annoyance.

Nice job JetBlue. Why fly? . . . when you can Jet.

Today’s Lagniappe (a little extra for good measure) – A little levity on flying from the late George Carlin:

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth? What’s Your Purple Goldfish?

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Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


  1. Stan, thanks for sharing the JetBlue videos. Funny how we come to accept certain airline practices as normal when they wouldn’t be tolerated on the ground.

    And the Carlin video is hilarious!

  2. Well said Bob. Forget about treating a customer like they are a guest in your home . . . how about just treating them fairly as you would normally on the ground.
    I think Southwest has done a nice job as well leveraging humor with the ‘Bags Fly Free’ campaign.

    ‘The longest 9 inches in marketing . . . is the distance between the brain and heart of your customer.”


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