As the Bible says, out of the abundance of the heart, the mouth speaks," which means that you will know a person's thoughts and what they hold dear by how they speak. This is a critical lesson for JetBlue management. They cannot just gloss over this with the promise of better performance because that will immediately make them even less credible. The fact that no one stood up for the customers in the first place is an excellent case in point as to how flawed the culture is (McGregor, 2007). The Corporate Advertising program needs to instead concentrate on cultural change. It needs to show how JetBlue is rewarding employees for taking initiative, and explain how employees who go beyond get recognized -- and those that ignore customers are gone. JetBlue needs to embrace the Golden Rule and use that as the basis of their advertising, taking the high road instead of just focusing on making promises no one believes anyway (Kochan, 2006). The Corporate Advertising Program instead needs to show how JetBlue looks now to customers as family and that living...

It needs to show this through many different examples and stories to make it real. The Bill of Rights offer is not enough in this context. JetBlue needs to offer full refunds to anyone stuck on the tarmac more than 45 minutes yet still complete the flight. This says that JetBlue honors and sees their customers' time as crucial. Like any servant leader, JetBlue needs to hold themselves accountable to excellent performance or deliver it for free. This would show they are very serious about improving and the "no excuses to you, we are JetBlue" mentality needs to dominate the company.
References

Holland, M.. (2008). PASSENGER BILL of RIGHTS. Defense Counsel Journal, 75(1), 109-111.

Thomas a. Kochan. (2006). Taking the High Road. MIT Sloan Management Review, 47(4), 16-19.

Jena McGregor. (2007, March). An Extraordinary Stumble at JetBlue. Business Week,(4024), 58.

Waite, M.. (2007). Managing Under Crisis: The Source of Atonement…