MINTED for Success

Photo courtesy of JetBlue

When it comes to publicizing an organization, branding is everything. JetBlue Airways’ recent entry into the premium cabin category, Mint, is a great example of this strategy. Created by brand manager, Jessica Wolff, and brand analyst, Chan Tran, Mint is a concept that sets JetBlue Airways apart from other airlines in a major way.

It all started with the central goal of finding a way to differentiate JetBlue Airways from every other airline, while staying true to the JetBlue brand. Industry competitors seemed to be pursuing the same goal and trying hard to appear “exclusive,” but Mint creators Wolff and Tran wanted something more.

The process began by considering existing brand values of JetBlue Airways: smart, fresh and stylish, just to name a few. Mint creators were drawn to the idea of “fresh.” Fresh, they reasoned, is modern, smart, and hard to achieve – all things they wanted customers to associate with JetBlue. The real challenge proved to be creating a name to fit this concept. After much thought, they arrived at “mint,” as in the phrase, “minty freshness.”

The Mint experience is focused on high-quality service, stylish and comfortable seating and an overall refreshing feel. The word “mint” is synonymous with words like “clean,” “original” and “perfect.” When customers associate Mint and JetBlue Airways, they will be drawn in because they expect quality service and a modern experience.

The JetBlue Airways public relations team certainly knows how important a name is to branding a company. With one word, Mint creators were able to capture everything they wanted to say about JetBlue, without straying too far from the traditions of the company. This campaign is a great example of how a well-planned campaign can make a difference.

The Mint campaign has created a lot of buzz and excitement around flying with JetBlue. With the creative use of social media, the airline has been able to spark curiosity among customers about this new experience. Whether or not the new JetBlue “Mint” experience lives up to expectations is yet to be seen, but there are already customers eager to see what the “Mint” buzz is about!


By Becca Williams 

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