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Inside Eos Airlines: What The Hell Were They Talking About?

I recently found a few old emails from the Eos Airlines days, and if you had any question about why they didn’t succeed, I think this one will pretty much sum it up.  Written by a marketing team member, It is an unparalleled jumble of quasi-marketingspeak coupled with a complete lack of understanding of how to differentiate the product from competitors.  Brilliant and timeless.  And sad – really sad.  But brilliant.  Just thought you would all enjoy…


The uncompromising tagline will have minimal content effect to what we’re currently doing.

Similarly to how we were identifying some of our product attributes and service offerings as unordinary and that our Guests wouldn’t have to adjust their way of living to ours…uncompromising will still deliver on that message.

We will have a new brand essence document reflecting the above; I will send that round ASAP should be by tomorrow.

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  1. Someone (guess) spent too much time working on an MBA and buying into the jargon. Any time you see this kind of presentation from an entrepreneur, a warning bell should blast: “Danger! Danger! Out of Touch with Reality!” Using big words to express marketing and branding reflects ignorance of the market that values simple and elegant approaches of expression that are easy (and sometimes fun) to understand.

  2. I love it because not only does it include all of the nonsense jargon, it doesn’t actually make any sense whatsoever.

  3. I read wacky press releases every day, and I can usually parse out what they’re trying to say, even if they gobbledygook it all up with phraseology. Not this time. WTF was this supposed to mean?!!

  4. It’s absolutely brilliant…you couldn’t have written that on purpose.

  5. Ignorance isn't bliss

    ….you had to work there to understand what they meant… as I did. We were a very close family at Eos, and we were indeed a company like no other. Important details were always discussed fact-to-face and our emails were small tidbits of information just to keep each other posted. Yes, it will sound like jargon, but only to someone who isn’t aware of the details that make the bigger picture. In addition, Eos filed for bankruptcy for many reasons but this email has nothing to do with the reason they unfortunately didn’t succeed….

  6. accidentalflyer

    I think the writer was trying to convey the message that s/he was a heavy drug user & definitely needed intervention, so hopefully one of his/her colleagues would detect the hidden message & enroll him/her into a proper 12-steps program.

  7. I was going to write, “be nice” but screw that…

  8. Stephanie Morris

    awww jared – getting fired still has your panties in a bunch.. boooooo….

  9. Stephanie – I was a consultant, and I left to take a full-time job. But thanks for your constructive comment.

    If you’ve read the site, you’ll know that I wanted Eos to succeed as much as anyone, and I find it sad that so many people lost their jobs because the airline didn’t work out.

  10. Stephanie Morris

    My comment s was not meant to be constructive. My observation (if I may)… Because you contributed nothing to the organizations success or failure (you must agree) it’s probably fair to assume that if the dead weight (like yourself) was cut sooner then maybe they would have had a real shot. Come to think of it – No.. you’re probably correct, the communication above was the reason for their demise – so happy I came across this blog! SO insightful!

    Will be sure to pass on to the Eos family/networks.

  11. Oh yes, I’m sure that paying me 3 days a week to work on the website was the reason for the airline’s demise. You keep telling yourself that.

    They failed for many reasons, not least of which is the extreme difficulty of breaking the corporate contract stronghold on the NYC-LON market. They also failed because the competitive response (especially from AA) was brutal. They failed because they didn’t have a marketing message that resonated. Even if they had that marketing message, it would have taken a lot more financing to get to the point where the marketing would have made a difference (ask Virgin America). They failed because they had no pricing power, and with only one class of service, they had almost no way to ride out the slow business travel times while still filling the plane.

    But feel free to keep apologizing for the nonsense I quoted in the original post.

  12. I have to agree with Ignorance isn’t bliss. You had to work there to understand our inside messages. There were constantly people contacting us to get an inside scoop, so as like any other company, things were hidden in jargon. That is nothing new in the biz industry. But as stated….we were a family & unlike other companies…many of us have kept in touch.

    As for why they failed, there are many contributing factors. What I will say though is that it was the best job I’ve had thus far in my career. Family oriented, excellent benefits (including travel), beautiful work environment…and the list could go on. It’s very unfortunate that they went under & even more unsettling how the ending came about. However…judging the intelligence or competence of EOS employees based on an inside email is ridiculous. Although they are gone…I think it very petty of the person who even posted this crap! Another reason why things were put in jargon because like any other company…there were some snakes in the grass!

  13. Came across this so thought I would share my comments as an Ex Eos person in London.

    Personally, I think all of the above comments re the marketing messages were right in degrees. There was a lot of ‘waffle’ and some messages did get a little lost in translation between US and UK let alone internally. But you need to read between the lines and consider what Eos was trying to create from scratch and with a low budget.

    Perhaps some money was put into the wrong marketing at times but often you have got to try things out to get a reaction. The marketing message was on the whole clear and corporates did get it. Infact by way of a small example the day after Eos went under an american corporate passenger (having travelled out on us a few days earlier) took time to visit our small office and state how he enjoyed his flight with us and how the on-board experience was so superior to competitors. It was a nice gesture on what was a sad day but one which generally sums up overall guest feedback that I constantly received.

    Regarding revenue sure times were tough however in the UK we were largely not concerned about AA (I know stateside views were different for good reason). The considerable corporates that we had loved the service (continue to miss it today) and though we lost a few on price to AA, they helped us by increasing awareness of STN. We also put in alot of effort to even out those troughs which every airline gets during off periods. One from memory I think we may of worked on Jared.

    Above all the class of 48 should of lived longer than it did and perhaps moved to a two class of 65 (personal view)? But thats history now and for the record I enjoyed playing a part in its too short life.

    Good luck to all

  14. My husband was an employee here and had the most wonderful things to say. I’m sorry the author of this blog would say such things about a company that touched so many people. Shame on you…

  15. Shame on me? I’m not the clueless dimwit who wrote that email. Don’t blame the messenger.

  16. Jared:

    Please contact me – . I would like to know more about the author of this email.

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