Marketing Communication, a presentation about marketing communications to junior marketing managers [3 of 3]

   One item that did not make the table was the logos; which can be revealing as to how the brand is being communicated. We share them now.

AirTran: Wondering how soon this brand will fade (now that SW bought them)


American Air: Creepy tagline! Arial font consistent with conservatism.

Continental: Vaguely veiled tagline aimed at business class.

Delta: recently altered (slightly) its logo … more straightforward now. Needs to climb fast on the cheap, and is making a great effort in social media. (Is "keep climbing" an internal tagline?)

Hawaiian: Gorgeous graphic (logo), essentially the original yet improved over the years. Leverages Hawaii itself successfully. (It was good fortune to be away from the mainland!)


JetBlue: Should use that blue plaid "tail" of the plane graphic, and improve it.

United: (see ya!) Contental acquisition nearing completion.

US Airways: Conservative, conservative … a grey flag, a clever if sophomoric tagline. Interesting positioning. ..digging in?

   There is no security in this industry. Go back to the first table and review how niche everyone is. If they’re not a seaplane hugging a Canadian coast or running taxi to the Caribbean they’re charter and/or subcontracting the “big boys”.

   These large legacy carriers have it even harder. Less wiggle room and no niche. It seems Delta’s hard lesson was wisely internalized – go for the relationships … personally. It should prove interesting to review this in 2016.

References

All the various airline websites, and…


AirTran Airways. (2009). AirTran Airways Nets Partnership with Kari Lehtonen (Press Release). Retrieved from AirTran Airways: http://pressroom.airtran.com/phoenix.zhtml?c=201565&p=irol-newsArticle&ID=946129&highlight=

Bonné , J. (2011). How to cure airlines’ ills Cost cutting alone won’tcut it for most major carriers . Aviation on msnbc.com. Retrieved from http://www.msnbc.msn.com/id/3073562/ns/business-us_business/

LowCostAirlines.org. (na, ). (reference ). Retrieved from LowCostAirlines.org: http://www.discountairfares.com/lcostusa.htm

TextArt.ru. (na). Database of slogans; Advertising slogans of airlines (reference). Retrieved from www.TextArt.ru: http://www.textart.ru/database/english-advertising-slogans/airline-advertising-slogans.html

Yahoo! Inc.. (2011). Yahoo directory Airlines (reference). Retrieved from Yahoo directory Airlines: http://dir.yahoo.com/business_and_economy/shopping_and_services/travel_and_transportation/airlines/

company-statements-slogans.info. (2008). US Airways Group (reference). Retrieved from company-statements-slogans.info: http://www.company-statements-slogans.info/list-of-companies-u/us-airways-group.htm