Remarkably, even though Song Airlines (Delta’s high-touch low-cost subsidiary) was folded back into Delta in Mid 2006, I still get several comments each month from former customers and employees about what a great brand it was.
As brands grow and evolve, they will face defining moments of change and find themselves at a strategic crossroads.
The power of kinship is the fuel that will fire the foreseeable future of commerce, culture, creed, and, indeed, the whole character and economy of life itself. Social networks, in particular, have put kinship on the radar of brand marketers.
When you engage in a naming initiative from the right side of the grey matter, the concern is less on structure and convention, and more on creating a clear mental image that serves the desired positioning of your company, product or service.
