Meh. Good. Leaves me flat. Why not Greatness Leads the Way? Or Excellence in All Things? Or Passengers, United, the World.

That was with 10 seconds of thought. Any of them could be used to draw a line from doing good in the world, which is apparently the virtue they wish to signal, to providing world-class service, which one can only hope they are trying to inspire their staff to provide.

Seriously, United, a campaign about Good is not good enough.

Every morning when I drop my kids off at school, I have them repeat to me that, "today, I will do my very best." United's marketing team appears to have missed that message.