Several years ago I flew Frontier Airlines every chance I got. I was a brand champion. Since then my brand loyalty in and out of Denver has changed. I am now a brand advocate for Southwest Airlines. Why did I make the switch? For many of the same reasons that others have. Over time, we decided to look elsewhere for a consistant and no-hassle brand experience.
In many ways, especially before SWA came to town, Frontier Airlines was SWA. The process for booking and flying was a very enjoyable time, plus the rates were usually lower than the huge competitior United. I told everyone I knew to check out Frontier. The interesting animals on the tails and the ads added value to the branding efforts. Now things seem to be all over the board.
The years and months leading up to the take over by Republic Airways created a sense that change was coming. Employees did not seem as happy as usual. Attention to detail began to wane. About that same time Southwest Airlines came to town and I never looked back. That is until last week. I experienced an injury and had to have someone go present at a conference in my place. For logistic reasons I booked a flight on Frontier Airlines.
I felt like I was being hoodwinked when trying to select a seat. How could all of the less expensive seats be gone? Well that is because there are a lot of more expensive seats available. Why not just list the more expense price and not make me feel like I hit the wrong key or that you are nickel and diming me? Ironically a day later there was a story in the Wall Street JOurnal about this weird process. Today I read that Frontier is possibly going back to being independent. If that is the case, great. Rediscover your brand voice. If not, give it up.
I used to talk about Frontier Airlines as a great case study of how to effectively align internal and external brand champions. Now I talk about how their competitors do a better job. Frontier used to be as authentic as any Colorado company. It seems like animals are now doing the talking.
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