Wow, a lot to reply to... lets see where to start.
How about "Spirit of the New United"?
Wouldn't "The Spirit of the New United" be more catchy? Who does their marketing?
Oscar has said "New Spirit of United" on numerous occasions. My hunch is that this played off of that.
I'd say this about sums up their marketing department's (or brand team's) creative ability quite well.
What is with UA doing everything half-assed? New Spirit of United is just awful. AA and DL marketing departments run circles around UAs. And yes, before anyone chimes in, I know that no one flies an airline based on these sorts of things, but marketing is important, and UAs just isn't up to par with DL or AA.
What is with UA doing ...
Marketing is full of people that could not do anything worthwhile. They are best left doing snarky and funny social media posts instead of thinking up grand campaigns. And the mega consulting firms are just as bad. Paying people hundreds of thousands a year for ideas a student could think up for a project.
Cut them some slack on this one. It didn't originate in the the marketing department.
Most of you are missing the point....I believe this is more for the employees of United then any sort of marketing thing! As much as a great many of you don't want to admit it, there has been a massive attitude change at United over the last few years by most employees. We seem to have assembled a Management team that finally GETS IT! They actually have a PLAN! And most of us want to see United succeed. If you don't like the slogan....FINE! Don't like the slogan! United's gonna be just fine....
What is with UA doing ...
It's amazing the lengths people will go to bash UA. I don't like the name either but to use it as an excuse to pass judgment on UA's marketing is riduclous. How is the name of an airplane related to UA's marketing capability? Literally no one cares what an aircraft is named outside of a small subset of aviation geeks. Do you have any objective figures to prove UA's marketing failures or is it just based on your subjective opinion of them?
I also agree that this is more for the employees than the customers. That said, there is nothing wrong if the customer notices.
Seems like a very appropriate gesture. The new 77W is symbolically a fresh rebirth. ...
Given the change at UAL under Oscar, that sounds pretty spot on.
Also it looks like the font UA use to use back in the old days when they did name their aircraft. Sameish location too, IIRC.
It is also sameish location as where CO placed the names of their named aircraft (i.e. Robert F. Six, Gordon Bethune 777s). Also in blue, although UA's font looks larger than what CO used.
Sounds about right to me. They might have even used those as the template for this. It wouldn't surprise me.