Dear Theo: an airline name gets personal
It seems that since the success of JetBlue and Southwest, the low-cost airline niche is where the industry is pinning its hopes. First Delta created Song to compete in this arena, and now comes a surprisingly named new venture from bankrupt giant United: Ted. Says the Rocky Mountain News:
United executives said they picked Ted - “Yup, Ted,” as the ads say - as the name for their new low-fare carrier because it met two seemingly conflicting goals: to be familiar and different.
Ted is the last half of United, so it’s already part of the United brand, executives said. It’s also a nickname, making the new carrier seem approachable and friendly. And yet it’s an unusual name for an airline.
Yes, that’s for sure, and kudos to United for daring to be so different, though “explaining” that Ted is the last half of the name United is unnecessary and sort of a buzz kill.
“Our objective was to provide both a product and a brand that was comforting to United loyalists but also would surprise new consumers,” said John Tague, United’s executive vice president for customers.
United has been waging a guerrilla branding campaign in the Denver area in advance of the Ted announcement, because it is specifically targeting the Denver-based Frontier Airlines.
United and its ad agency, Fallon Worldwide, have used the Denver teaser campaign for Ted - including mysterious pizza giveaways and spectators at sporting events shouting “Go Ted!” - to make Ted seem chummy and alluring.
Clearly, United has realized that the cold, impersonal airline industry desperately needs a personality lift, and it’s taking its cue from names such as Fannie Mae, which split from the impersonal mortgage institution names to put a friendlier face on finance.
The teaser campaign is clever, and has been effective in getting the word out about Ted. What remains to be seen is whether Ted can deliver on its brand promise and be more than just a cheeky new member of the discount airline club. JetBlue is still the leader here, consistently shining when it comes to backing up its marketing with actions, while Song as been so-so in this regard.
If Ted is successful, look for a whole new trend of given names as company names: after flying with Ted, you could rent a car from Steve, check your bank account at Jane, and perhaps shop for apples at Bob.
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