From the article:
"My vote would be rebranding" the merged airline with a new name, said Jack Trout, president of Old Greenwich, Conn.-based Trout & Partners. "Why bring along the baggage? US Airways has got a terrible reputation."
I wonder if Mr Trout could suggest a marketing company capable of taking on the rebranding challenge? Hmm, maybe Trout & Partners!
A campaign for "The NEW Us Airways" would be just as effective (if not more so), and much cheaper.