Originally Posted by
MFLetou
...they are crushing their brand... They are entering mainstream dialogue, late night shows, etc, as a punch line. They spend millions of dollars trying to debut a new business class and reset the dialogue on their airline, and they're blowing it in a matter of days.
All I know is, I see zero discussion of Polaris in free / earned media. Polaris exists only in UA's paid ad campaigns. But local TV news, bloggers, etc. keep up this drumbeat of: "More cutbacks at United! ... you'll have to pay to use the overhead bin! ... Can budget travel get any worse?"... I'm in Chicago and local TV news folks are bantering about BE in this kind of shaking-our-heads-in-sorrow way.
And they are leaving the impression that BE is the new normal at United.
Polaris never comes up. This is not how you engineer brand buzz.
Does Applebee's serve a 99-cent bologna sandwich in the same restaurant with a $75 steak? No. People who want a $75 steak wouldn't go in there because of the bologna buzz.