After several years of on-again and off-again dating, United and Continental airlines decided to close the deal and get married. United could not decide if it wanted to commit to Continental or U.S. Air. The latter had enough and said good-bye for good a few weeks ago. This merger creates the largest airline in the land. I mean land and air. United might be an appropriate term to describe the transaction, but what will the brand stand for in the near-term and long-term?
If other similar situations are any indication, United might stand for confusion, long lines, disconnected employees and other problems. I worked for Continental for a brief period of time when they took over NY Air, People's Express and others I cannot recall. So, I know what happens internally. Or does not happen. I recall going to work wondering how a plane was getting off the ground, and on time! I also used to be married to a United employee.
I hope that both airlines will take it upon themselves to realize the tremendous opportunity that they have to recruit and retain brand champions the world over, internal and external. This is their chance to create a new model for large airlines. In the meantime, I will stick with an airline that already does this domestically in the US. That would be one Southwest Airlines.
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