|Quoting Osiris30 (Reply 7):|
I mean look at the one legacy carrier in North America who hasn't seen chapter 11 (or equivalent)... AA. Their look has been consisten for years.
I think it would take quite a leap to make the connection that "static branding == no bankruptcy". To take that conclusion to an extreme... Southwest (relatively) recently changed their livery...should we expect a bankruptcy announcement?
|Quoting DTW757 (Reply 11):|
I don't think this is true, if it were we wouldn't see constant model changes in the automotive industry for starters. People want constant change with so many of the products they use
In your example, people don't so much want constant change but the auto manufacturers do -- if you could buy a car that would last 20 years it would be great for you but bad for Ford. The auto industry has been credited in some circles with the concept of "Planned Obsolescence"-- that is, essentially, designing products that need to be replaced either by pacing the addition of new features, making sweeping design changes and introducing/discontinuing lines so that the old product is "uncool", or just designing to a minimum expected life (yes, this also has the effect of lowering the cost but it is primarially for the benefit of the manufacturer).
While I like the "flag" livery (and incidentally hate Delta), I do think that the lack of a consistant brand can hurt them. To liken it to your auto industry argument, this is tantamount to GM
changing their logo; a more apt comparison to the model changes may be the reconfiguration of the First/Business/Economy offerings (IFE, seat covers, leg room, etc.).
One test of how effective branding is...If you were hosting a gameshow, and asked the contenstant (for the sake of argument, assume age 30+):
In advertising, "who is ready when you are?"
In advertising, "______ Air Lines. We love to fly and it shows."
In advertising, which company says "good goes around"
I bet you'd get the expected answer to #1 and/or #2. Chances of someone even guessing any
airline with #3 are slim -- and it doesn't really exhibit a positive trait about the airline. (Now granted, based on my experiences with Delta, #1 and #2 also have nothing to do with the present-day airline, but they at least sound good.)
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