The Lessons of 'Losing It'

JetBlue flight attendant Steve Slater's career-ending slide down the air chute in early August generated an extraordinary amount of media attention for what was essentially a bad day at work and an uncivil outburst over the public address system. A month later, thanks to the significant attention still echoing throughout media, commentators and the blogosphere, Slater has been referred to as everything from a workingman's hero to a tragic symbol of a burned-out service economy.Slater's fancy dive could be symptomatic of an overworked, tired employee, career burnout, the decline of civility in air travel or simply the aspirations of a flight attendant to leave his profession to pursue a career in action movies. But the media's fascination with Slater and his reaction to customers on JetBlue Flight 1052 does point to a broader "spirit of the times" that has caused much reflection these days on what travelers and other consumers seem to be feeling. The focus is on the unending, pervasive stress that many people feel in their daily lives—not only consumers, but the long chain of employees who serve their needs. JetBlue probably took a bit of a PR hit for Slater's behavior, but generally it has been one of the more successful airlines in recent years because of its unique brand and consistent delivery on its customers' expectations. But even JetBlue is not immune to today's stressed environment, which promotes simmering impatience, frustration, anger and dissatisfaction—and causes the kind of outbursts all of us have witnessed in airports, as well as in restaurants, shops and public arenas. Times are tough and people are not afraid to show it—not only through outward emotional displays, but also by quickly dismissing and abandoning brands they've been loyal to for decades. From the perspective of marketers who are trying to get this economy moving again through consumption, there are a few important or, at least, symbolic, lessons that can be learned from the Slater affair. There has never before been a time when marketers have labored so hard to connect with an audience that is so wired to their jobs, over-scheduled, overworked, fatigued and concerned about their economic futures as well as those of their families and colleagues. "Distracted and distraught" is a phrase used frequently to describe consumers who are more discerning than ever in their choices. Fear, anxiety, job uncertainty and dwindling retirement accounts have resulted in predictable shifts in today's spending patterns and general consumer behavior. Many have returned to home cooking, comfort foods and family-oriented, at-home activities. What has remained constant are the key motivations that still shape consumers' loyalty to their favorite brands— namely emotional connection, brand identification and consistent satisfaction with what the brand delivers. Part of our job in today's stressed times is to anticipate and adapt our marketing strategies and resources to take advantage of these shifts in consumer behavior, while still leveraging the key drivers of brand loyalty. It's quite likely that permanent shifts in consumers' spending habits and brand perceptions following the past two years of economic downturn will permanently change the way we market our products and services. Dealing with the future consumer is going to require far more than the standard response to a new frugality; it will require avoiding overt affluence and focusing on value for money, quality and simple, family-focused pleasures. In today's environment, we marketers must focus on what matters, particularly as certain dynamics apply in boom or bust times. Competition for consumers' attention, loyalty and dollars will only increase. The last mpression/experience you leave a consumer with is most important. You're only as good as that. Empathy, consistency, durability, dependability—a relationship they can count on in good and bad times—is what matters. To achieve this connection, marketers should remember some basic rules. 1. Be insightful: know your audience, what they value and the unique role your brand plays in their lives. 2. Be the guiding light for your organization: marketing will continue to be the consumer's internal voice so make sure it's heard and leads decisions throughout your company. 3. Engage every way you can with the consumers as they are holistic in the way they absorb brands. 4. Be innovative: always keep your product offering and marketing fresh. 5. Always be in learning mode: take risks but learn from them. Read, react and refine until you get it right. There's not much to admire about Slater's outburst, but there is a lesson to be learned from the public dialogue that followed. The progression from frustration to indifference to anger and dismissal can happen very quickly, whether it's among employees or customers giving up on your brand. No matter what you're marketing, overall success will still depend on meaningful insight, creativity and innovation to change, reinforce or drive behavior with our consumers.

Brand Marketing

The Lessons of 'Losing It'

Frances Allen, evp, CMO at Denny's

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Frances Allen, evp, CMO at Denny's