New United Ad Campaign: “Good Leads The Way” & branding / website changes
May 16, 2022, 6:11 pm
#46
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Clearly the "Good" as intended in this campaign is the altruistic/virtuous "good", rather than adequate/sufficient "good". But it's a worthy criticism...
For those wondering why United didn't choose some loftier ideal, consider AA's since-abandoned "Going for Great" campaign circa 2015, which was pretty well panned and certainly did not lead to much greatness at all. Airline branding is tough...
For those wondering why United didn't choose some loftier ideal, consider AA's since-abandoned "Going for Great" campaign circa 2015, which was pretty well panned and certainly did not lead to much greatness at all. Airline branding is tough...
However, as I suggested earlier in the thread, I think it winds up just communicating muddle rather than seeming clever or pleasing, as might perhaps have been hoped.
May 16, 2022, 6:27 pm
#47
Join Date: Sep 2000
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Be careful what you wish for there. SMI/J's slogan was "Clean, Safe & Reliable"
"Smisek said he was focused on making sure that customers and workers are treated with "dignity and respect," while providing travelers with "clean, safe and reliable air transportation.""
https://www.cleveland.com/business/2..._says_res.html
"Smisek said he was focused on making sure that customers and workers are treated with "dignity and respect," while providing travelers with "clean, safe and reliable air transportation.""
https://www.cleveland.com/business/2..._says_res.html
May 16, 2022, 7:09 pm
#50
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I'd say they're actually leaning on the multiple senses of "good" — clearly the ESG components are altruistic or virtuous "good", but cf also the references to upgrading fleets and removing change fees, which are "good" as in nice things to have but not really morally upright.
However, as I suggested earlier in the thread, I think it winds up just communicating muddle rather than seeming clever or pleasing, as might perhaps have been hoped.
However, as I suggested earlier in the thread, I think it winds up just communicating muddle rather than seeming clever or pleasing, as might perhaps have been hoped.
May 16, 2022, 8:13 pm
#52
Join Date: Jul 2005
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"Our 80,000+ hero characters are on a mission to do good in the air and on the ground ..."
Apparently, doing your job in today's culture makes one a hero? Bizarre mindset.
Also, I care much more about the in-flight experience than I do about the skin color or gender of the pilot.
Apparently, doing your job in today's culture makes one a hero? Bizarre mindset.
Also, I care much more about the in-flight experience than I do about the skin color or gender of the pilot.
May 16, 2022, 11:05 pm
#53
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May 17, 2022, 4:09 am
#56
Join Date: Oct 2007
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To me it was "created" by religious advertising company. Change good to god and there you go.
When I saw it in email first time yesterday evening, I thought that United went rouge and now spamming me with religious emails.
I had to double read it to understand what the hell they are talking about "You are part of our story".
Anyway, weak at best, and they've probably paid a lot for this. Instead of wasting money on stuff like this, fix the damned food in economy class.
What they serve on TATL flights is unacceptable.
When I saw it in email first time yesterday evening, I thought that United went rouge and now spamming me with religious emails.
I had to double read it to understand what the hell they are talking about "You are part of our story".
Anyway, weak at best, and they've probably paid a lot for this. Instead of wasting money on stuff like this, fix the damned food in economy class.
What they serve on TATL flights is unacceptable.
May 17, 2022, 7:42 am
#58
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Clearly the "Good" as intended in this campaign is the altruistic/virtuous "good", rather than adequate/sufficient "good". But it's a worthy criticism...
For those wondering why United didn't choose some loftier ideal, consider AA's since-abandoned "Going for Great" campaign circa 2015, which was pretty well panned and certainly did not lead to much greatness at all. Airline branding is tough...
For those wondering why United didn't choose some loftier ideal, consider AA's since-abandoned "Going for Great" campaign circa 2015, which was pretty well panned and certainly did not lead to much greatness at all. Airline branding is tough...
May 17, 2022, 8:49 am
#59
Join Date: Jul 2011
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My interpretation of this campaign is a little different than most posted above. I think United is trying to signal to employees, fliers, shareholders (past, current & potential future) that they value "good", not meaning "adequacy", but meaning "moral good". I think the implication is that United values things beyond just dollars & cents, the physical realities of flying, etc. Whether this is a good (lolz) idea or not remains to be seen. But the criticism that United should be talking about "greatness" & not "good" is, I think, missing the point of this campaign. Again, whether this is a good idea (in both senses) I am not taking any position on.
May 17, 2022, 8:50 am
#60
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Nope - exactly what is said on their brand page: https://www.united.com/en/us/fly/com...s-the-way.html
Uh huh. Really. Important. Stuff.
David
Uh huh. Really. Important. Stuff.
David