United's Guitar Debacle Yields Brand Lessons

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Social media can be a great equalizer. Periodically we see a new consumer-generated media (CGM) item that breaks barriers and demands a deeper dive. This month, we saw a true “David vs. Goliath” moment play out online for one of the most widely recognized brands in America.

In the spring of 2008, Dave Carroll and his band, the Sons of Maxwell, were traveling to Nebraska from Chicago on United Airlines. What should have been a routine journey turned into yet another cautionary tale for customer service and the Internet.

United’s baggage handlers damaged Dave’s high-end Taylor guitar.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in