Recovering From a Blow to Your Brand's Reputation

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Jet Blue's Runway Fiasco

During an ice storm at New York's JFK airport, JetBlue made the regrettable decision to keep passengers aboard a plane on the runway while food supplies dwindled and outrage grew. The situation erupted in a media frenzy, and JetBlue's response perhaps drew more fans than it lost during the maelstrom: it created a "Passengers Bill of Rights," a tongue-in-cheek policy "dedicated to bringing humanity back to air travel." The company CEO, David Neeleman, appeared on David Letterman later that week to diffuse the situation even further.