United breaks guitars: a brand not being #kindaware

A musician named Dave Carroll had difficulty with United Airlines in 2009. They damaged his treasured $3500 Taylor guitar during a flight, very annoying. How did they damage it? The United baggage handlers were literally throwing his guitar around.

Dave Carroll spent 9 months trying to get United to pay for damages to fix his guitar, caused by their extreme negligence, seemed only fair. United refused though and Dave let them know he was left with no choice other than to create a music video exposing their lack of cooperation. The manager’s response “Good luck with that one, pal,” so he posted a retaliatory video on You Tube, which has since received over 12 million hits!

United Airlines obviously then contacted the musician and attempted settlement in exchange for pulling the video. Dave’s response “Good luck with that one, pal.” Doh.

Taylor Guitars sent Dave not 1 but 2 new custom guitars in appreciation for the product recognition from the video, which has led to a sharp increase in orders. United didn’t fully appreciate that Dave Carroll was a travelling musician with opinions plus access to creative people, who would all volunteer to help him with his protest song.

It’s interesting to see the new ventures Dave Carroll has since invested in, with Resolution1 and Grapevine cloud based solutions, to help companies manage customer complaints better and be more #kindaware

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