Originally Posted by
TheMoose
All of the examples you cite are flag carriers. Their brand is their origin. They represent an entire country/people for the most part.
Good grief, the United States is a large and diverse country. There are many products and brands that are widely known, yet reflective of specific regions. Ever hear of Philadelphia Cream Cheese? How about California wines? Even if only to domestic audiences, there are brands that are nationally successful which have played off their regional origins (Cabot Cheese in Vermont comes to mind).
Originally Posted by
TheMoose
But the U.S. airline industry is far different. PanAm was that in the U.S. It's gone. The other U.S airlines -- gone. They went bankrupt, merged, or were acquired. Delta today is now an amalgamation of many other "roots/origins" and if Delta wanted to really distinguish themselves, they'd incorporate all of their roots publicly, instead of hiding them all away in a museum (nee airplane hangar) in ATL and stubbornly holding onto their "Southern roots" while ignoring what made them what they are today was decidedly not Southern.
So, by your logic, Jaguar is an Indian brand, eh? I guess they should just totally jettison all that pretend "Britishness". After all, they went through private ownership, then ownership by Ford, and now are owned by an Indian firm. Delta has chosen to keep something core and distinctive as part of their identity.
Originally Posted by
TheMoose
If you look at Delta's history ("roots/origin"), it is a series of mergers and acquisitions. Delta today is nothing like its "roots/origins" of being a Deep South crop-dusting service and it would be disingenuous to ignore all who have made Delta what it is today and simply going with the tired old approach of selling themselves the down-home Southern airline. It's a global marketplace, and Delta is no longer competing with regional carriers up and down the eastern seaboard or carriers based in the Rust Belt. They are competing against the other flag carriers of the world on a 1-1 level.
Are you trying to say that a company which celebrates a Southern US heritage can't compete in the global marketplace? Hmmm... Jim Bean anyone? Woofords (isn't that the stuff that people on here are always whining about?) Jack Daniels? I'm pretty sure I can get those in most bars around the world, and many of them have advertising campaigns that reflect rustic and/or rural heritage.
Originally Posted by
TheMoose
I certainly don't feel that the South should not exist or have no influence. But I do think Delta should call a spade a spade, recognize that they are simply a product of large acquisitions and mergers, and incorporate that extreme diversity into their world-view: yes, you started in ATL a long time ago, and it made sense to have that be the center of your world. But those days are long gone, so start acting like the global carrier you are.
Again, Delta can brand themselves however they want, yet compete effectively. I doubt there's anyone who seriously wants a homogenous set of brands, bereft of any elements of distinctiveness or individuality. Going full-circle, take a look at some of the successful airline brands I cited earlier.