Why Brand Identity is so Important
This month, United Airlines and Continental Airlines presented new corporate branding for the merged airlines (Before) and then changed its mind to UNITED in caps with the Continental globe (After).
The new design has taken my breath away. But not in a good way. I canʼt really think of many incredible brand marketing blunders on this scale. With millions of dollars at their disposal, it is shocking to see such an underwhelming effort against a backdrop of two venerable and highly visible brands as United and Continental.
Tom Marin is the Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.
