Sep 4, 2014, 12:46 pm
Alaska Airlines 2013 rebranding/possible name change speculation
Jul 1, 2013, 7:09 pm
#31
FlyerTalk Evangelist
Join Date: Mar 2004
Location: SGF
Programs: AS, AA, UA, AGR S (former 75K, GLD, 1K, and S+, now an elite peon)
Posts: 23,194
I think AS's color scheme and logo are still very clean and modern. I'm undecided as to whether a corporate rebranding would be a net positive for the company's expansion plans, but as far as whether the logo needs a refresh just for the sake of avoiding looking dated, I think AS's current brand can have a long life without needing to be replaced.
Jul 1, 2013, 7:40 pm
#32
Join Date: Jun 2004
Location: Anchorage, AK
Programs: Lifetime AS 1MM & MVPG, AS MVPG100K, AA, DL, HH-G
Posts: 8,251
Jul 1, 2013, 7:56 pm
#33
Join Date: Jun 2004
Location: Anchorage, AK
Programs: Lifetime AS 1MM & MVPG, AS MVPG100K, AA, DL, HH-G
Posts: 8,251
After careful thought 
I've decided the new name should be "Chester' airlines. Named, of course, after the smiley face on the tail. Still has the west coast ring, ala Gunsmoke, but less of that wild, frontier Alaska names those east coasters are mortally afraid of.....
I've decided the new name should be "Chester' airlines. Named, of course, after the smiley face on the tail. Still has the west coast ring, ala Gunsmoke, but less of that wild, frontier Alaska names those east coasters are mortally afraid of.....
Jul 1, 2013, 8:43 pm
#34
Join Date: Apr 2007
Programs: Alaska Airlines MVP Gold 75K
Posts: 475
...I don't think it's any big secret that the company is currently undergoing a whole branding reassessment. What that means for anything, nobody really knows. Everything, from what I understand, was on the table for discussion. I think management knows that, for AS to continue to be successful, they really have to find a way to broaden their market awareness. ...
Jul 1, 2013, 8:50 pm
#35
FlyerTalk Evangelist
Join Date: Mar 2004
Location: SGF
Programs: AS, AA, UA, AGR S (former 75K, GLD, 1K, and S+, now an elite peon)
Posts: 23,194
IMHO the single best thing AS could do to expand awareness on the East Coast is to increase their frequency of service to eastern destinations. Right now their load factors are high and I'm willing to bet that's mainly due to west coasters heading east and back. If they added flights, even at the expense of load factors initially, they'd be able to service more eastern flyers and spread awareness organically.
Let's start the speculation of where that will be. I think PIT would get at least a couple of votes around here.
Jul 1, 2013, 9:09 pm
#36
Join Date: Jan 2003
Posts: 229
All this talk (and money being spent) would be unnecessary if they simply did one thing. Advertise. If they wanted better brand recognition in SAN, Bay Area, etc then run some tv ads in those markets "introducing" themselves. Of course many in those places know or have heard of AS...but do they know where they fly out of their city other than to SEA or Alaska?
Jul 2, 2013, 5:58 am
#39
FlyerTalk Evangelist
Join Date: Dec 2007
Location: BOS/ORH
Programs: AS 75K
Posts: 18,323
Jul 2, 2013, 6:02 am
#40
Join Date: Jan 2010
Location: BOS
Programs: DL GM
Posts: 300
IMHO the single best thing AS could do to expand awareness on the East Coast is to increase their frequency of service to eastern destinations. Right now their load factors are high and I'm willing to bet that's mainly due to west coasters heading east and back. If they added flights, even at the expense of load factors initially, they'd be able to service more eastern flyers and spread awareness organically.
Also, if they add BOS-SJC, then they've got a good spread of the west coast available (they would still be missing LAX, but I think that route has too much competition anyway). Technically, the 739ER has the range (3751 mi listed on AS.com) for BOS-ANC (3383 mi from gcmap.com), but who knows if it can do that with a full load + cargo.
Jul 2, 2013, 6:13 am
#41
Join Date: Jan 2010
Location: BOS
Programs: DL GM
Posts: 300
Plus, Penair (KS) could offer connections out of BOS to such wonderful destinations as PBG (Plattsburgh, NY), PQI (Presque Isle, ME), ISP (Islip, NY), and BHB (Bar Harbor, ME).
Actually, BHB is a nice place to visit, and PBG is only a hour's drive from Montreal (if you can get a rental car at PBG). The downside, is you would have to change terminals at BOS to connect AS to KS.
Jul 2, 2013, 6:27 am
#42
Join Date: Mar 2008
Location: WA, US
Programs: lots of little things
Posts: 705
All this talk (and money being spent) would be unnecessary if they simply did one thing. Advertise. If they wanted better brand recognition in SAN, Bay Area, etc then run some tv ads in those markets "introducing" themselves. Of course many in those places know or have heard of AS...but do they know where they fly out of their city other than to SEA or Alaska?
There really is zero marketing on the East Coast and Mid West from AS, and I would think it would be the first method to start raising awareness. A name change kind of doesn't make sense. You already are unknown to most consumers outside of the West Coast, why start over and lose any recognition you may have had.
How about some easy market-specific ads, tv and web-based?
Generate DC-LAX/SEA/PDX-Beyond ads on the Post site and DC tv stations. BOS-SAN/SEA/PDX-Beyond ads on the Globe site and Boston stations, etc.
"We've been flying for nearly 80 years, with the highest customer satisfaction ratings in the country, give us a try out of 'YourAirportHere' on your next trip to the West Coast." Something just short and sweet to let the rest of the country know AS at least exists as an option, and with a strong route map to get people to a lot of Western cities.
Jul 2, 2013, 6:55 am
#43
Join Date: Jan 2008
Programs: AS MVPG, CO, NW(now DL), Flying Blue
Posts: 6,554
Jul 2, 2013, 7:06 am
#44
Join Date: Feb 2005
Location: JNU
Programs: HH D, AS MM/MVPG for life/AL, Awesome Wipes VIP Club, NEXUS, Hertz 5-Star Gold
Posts: 2,893
