Landing at O'Hare on Wednesday, I noticed that Northwest Airlines has updated their livery (paint job).
.Image:Branding is the hardest part of marketing, part 4
I know that they've been using "nwa" as shorthand for the airline for a long time.  In my opinion, though, switching to nwa as their brand identity really loses something.  There are other, well-established uses of the nwa acronym.  Two of them -- rap groups and national wrestling alliance -- aren't exactly brand associations you'd want for an international first-tier airline, are they?
It seems like nobody is immune from making brand changes that confuse customers and business partners.

Post a Comment