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Midwest Airlines: “The Brand is Dead”

March 1, 2010 | Posted in: Airline News,Ask Rick

midwest airlines

That quote, “the brand is dead” comes from a Milwaukee Journal Sentinel article on Republic Airway plans to announce a “unified brand plan” for its two recent acquisitions, Frontier and Midwest Airlines.

And the resulting brand may be neither one of those airlines’ names.

The “dead” quote was uttered by a Milwaukee advertising exec, who says the extra-wide seats and the other amenities that made Midwest special are gone now, meaning the carrier is “no different than anyone else” in the air these days.

Well, they still have those warm cookies…but I guess that’s just not enough anymore.

4 Responses to “Midwest Airlines: “The Brand is Dead””

  1. Steven Brown says:

    Considering that the rendering for the CSeries a/c Republic ordered last week shows them in the Republic “house” livery, it definitely makes “Republic” as the unified brand as distinct possibility.

    Personally, I hope they keep the Frontier name. It is a name that really does not have as much of a geographical name like Midwest does (On the other hand, look at all of the non-Southwestern US cities Southwest flies from.). Plus I don’t want to see their animal tails be confined to the dustbin of airline history.

    While the Republic name does have a history, the original name has been out of circulation with the traveling public since that airline was bought out by Northwest Orient (as NW was called at that time) in 1986. Even that Republic was around for barely 7 years after North Central and Southern merged to create Republic. Right now, there are plenty of folks who are flying on Republic but don’t realize it since the a/c in question is in the colors of the airline they’re flying for (although Republic Airways Holdings does have a/c in a generic scheme so they can swap them between the various Express/Connection contracts they have).

    The Frontier name has legs in my opinion, and should be kept.

  2. Rick Seaney says:

    Steven,

    I agree with you about Frontier – always liked that name. But maybe they’ll go with a whole new moniker – I think I’d prefer that to “Republic” but it’s amazing what you can get used to.

    Anyone else want to chime in?

    Rick

  3. YEAH! Take that Midwest you guys suck Frontier forever yo!

  4. Rick Seaney says:

    Classic,

    Didn’t your mother ever tell you it’s not polite to gloat?

    Best,
    Rick

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