Delta’s Marketing Chief Named a “Brand Genius” … For Everything EXCEPT SkyMiles

Adweek declare’s Delta’s Senior Vice President of Marketing Tim Mapes a “Brand Genius” although their description of the airline is telling.

The marketing lead at Delta is honored for everything except the airline’s primary customer facing marketing vehicle, SkyMiles.

Publicly pledging to “reinvent” air travel, Delta upgraded nearly every aspect of the in-flight experience, from serving local craft brews to rolling out Innovation Class, which gave everyday passengers the chance to sit next to a thought leader on the plane. He even rounded up Internet memes like Keyboard Cat to star in a new safety video.

Delta’s safety videos are pretty good, but the new ones will never replace Deltalina.

There are great reasons to fly Delta and your boss will probably make you fly them but their marketing program won’t be one of those reasons.

Although if they’ve convinced you that they’re rewarding high value customers then Mr. Mapes may just be an ad genius!

(HT: Jon H.)

About Gary Leff

Gary Leff is one of the foremost experts in the field of miles, points, and frequent business travel - a topic he has covered since 2002. Co-founder of frequent flyer community, emcee of the Freddie Awards, and named one of the "World's Top Travel Experts" by Conde' Nast Traveler (2010-Present) Gary has been a guest on most major news media, profiled in several top print publications, and published broadly on the topic of consumer loyalty. More About Gary »

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  1. I know Tim personally and he has a lot to do with my handle name. He is a backstabbing SOB who will sell his own mother to ISIS in order to move up in the corporate world.

    Too bad that the media does not consider HOW the success was created and what human capital was sacrificed for Tim Mapes to be a shining star.

  2. @Deltahater – Stories like that are common in big organizations, where unfortunately Machiavellian tactics can be effective given the systematized hierarchy that exists.

    Sociopaths tend to do well in large corporate.

  3. …..and the Delta hate beat goes on….yawn. You really think you could run an airline…don’t ya GAry

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