When I was in college for my Bachelor’s degree I triple majored in Marketing, Advertising and Business Management. This means I understand a bit how each works and the relationship each has with the other. The creative marketing and advertising folks try to “sell” management that their ideas are AMAZING and in turn management asks how any of what they intend to do will make the company more money (or cost them the least amount possible for that return). Simplistic, maybe, but a solid overview to me.
How does any of that apply to the post at hand and the OFCMB seats we soon will have when flying Delta? Well Delta had, with this rebranding choice, a real shot at fixing and making the seat choice simpler, better and much clearer to the flying “public”. Did they do this? Not even remotely and instead have made it worse than ever before. Those who came up with this mess should be “shown the exit row door” at Delta as far as I am concerned! See if you don’t agree with my ramblings as we break down the new seat names that start in two month on 1MARCH15.
- ONE! One what? Only ONE seat will ever be found for you as an award ticket at low level? The ONE seat medallions will never get as a complimentary upgrade? ONE seat you will only find internationally? Humf! I understood the old BE or Business Elite name. It was (is) an elite seat and I get the familiarity to the old NWA World Business Class name and feel. What this seat should have been called is 1st class. It is the closest Delta will ever get to a “real” 1st class seat on other airlines around the world. When you think of a 1st class “hard product”, full flat and more, this product fits that description. FIRST would work.
- FIRST! No it is not. You cannot call a big coach seat 1st class. You can call it business class as it is big enough to get business done. Delta could have taken the chance to call this seat what “everyone” else calls this outside of the corporate mothership, that is a business class seat. BUSINESS would work.
- C+! When I was in school a C+ was a way for teacher to tell me you passed and stunk just a little less than those who only passed. Comfort Plus. What a dumb name. EC or Economy Comfort worked and was brilliant. It is just an economy seat but with a bit of comfort. EC was fun to say and we all have come to understand it. When it ain’t broke, don’t fix it. Never mind. EC would work.
- MAIN! Main what? Main part of the alphabet soup of fare classes (YBMLUTVX)? Where the main group of flyers will sit who fly Delta? Wait. I have an idea. How about – ECONOMY. Nah, that will never fly. No one calls those seats economy seats (do they)? Let’s just stick with that dumb idea and call them ECONOMY seats.
- BASIC! This the only “one” seat new name I like. This one can stay. We all know what “BASIC” stands for and this fits. All the basic rights and dignities (if there are any in economy anymore) are out the window when you buy a basic seat. Upgrades, overhead space & choice – all gone – you just get the basics. OK, BASIC seat works.
So there you go. What Delta should have done is re-branded the exact same seats they have on jets now to the following and I will think of the seats when I fly this way:
- First Class
- Business Class
- Economy Comfort Class
- Economy Class
- Basic Class
And this is also why a failed marketing and advertising idea can cost a company so much. If the target audience for the sales pitch does not buy it, and even laughs at and dismisses what you have created, you have completely failed at your job. You have not created an idea that resonates with the buyer, but one that confuses and frustrates the buyer. You have, rather than creating a unique brand, created an issue that will lead to customer complaints and service issues. #EpicFail
Don’t expect any of this to resonate with our Mothership as they are spending a HUGE amount of your $29 +1 $kyGrub upcharge fees with our Delta AMEX Reserve cards to enter the Skyclubs to pay for this glorious re-branding as part of the AMAZING Skymils2015 program just 4 days away. Just get used to OFCMB seats and have fun trying to explain to your friends who fly other airlines what class of service you really are in and what the seat is like compared to theirs. – René
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