It constantly amazes me how much ad people get paid to come up with slogans which mean absolutely CRAP!
However, (and unfortunately), you have to ask yourself this question:
How did you FEEL about the ad???
What kind of emotional response did you have?
a) positive b) negative c) don't feel anything
If the answer is A, they have a REAL winner. If the answer is B, they got your attention, which is half the battle. You may not like it, but you paid attention and you had a response (marketing 101).
If the answer is C, it just plain sucks.
Since a lot of you seem to have some kind of emotional response, albeit negative, the slogan is effective....it got your attention. It got you curious. It got you to ask the question what the f... are they doing? If it gets you to think about them and they drive the message home and eventually they tweak it in such a way that you become accustom to it and eventually comfortable with it, then at some point, you will buy it. Or so the experts tell me.
I do know that brand development and management is a HUGE piece of a overall marketing strategy for a company and owning my own company and developing my own brand, I know it takes a lot of resources to get your name out there and known. Why do you think everyone went nuts when United dropped the "friendly skies" monacher they had for something like 30 years and went to "Rising". It should have been "Sinking". It would have been more accurate.
So all you armchair marketing gurus, lets have at it: What should we suggest for Delta, because "Good goes around" is going to come around and bite them in the ass....because, while it may get OUR attention, it will not get the general public's attention for more than 2 seconds.
If we apply logic (heaven forbid!), if we come up with a theme that actually MEANS something to the target audience, the people who actually HAVE to travel for a living, what would we say to them? What is important? Time, convenience, lack of hassle, value for their dollar, peace of mind....of course, you have to spend lots of money to know those things, but if I were to guess, the items I just stated would probably be up there on that list.
So...what do we say....Delta is making over its fleet, to give it a new fresh look inside, simplifying its fares to make it easier for the business person to understand. Flight full, pay more money. Flight empty, pay less money, until flight full, then you pay more money. I personally like: Flying made simple. Of course, that would be too easy...or is it too simple?
Let's see what we come up with.
David L. Lamb, fmr Area Mgr Alitalia SFO 1998-2002, fmr Regional Analyst SFO-UAL 1992-1998