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Funniest thing I read all day...


PT20J

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From "The Daily - The Bay Area's best free local newsletter":

And now, after “an extensive strategic research and brand development process” conducted with an outside marketing consultant, the Bay Area’s own San Jose airport has officially changed its name.

The airport formerly known as Mineta San Jose International is now called San Jose Mineta International.

I wonder how much they paid their marketing consultant for that?

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How much are they going to spend changing out the signs and all the paperwork? The impact could cost millions. They are going to need a group to manage the name change to make sure it gets changed everywhere. It could take years to fully implement the name change. This must be the kind of infrastructure improvements congress was hoping for.

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My favourite rebrand was Swissair...line became Swiss....Airline. They moved the pause. Paid a Canadian Branding specialist something like $4 million (maybe 8 - I can't remember). All the colours and fonts remained the same. There was such an uproar in Switzerland afterwards that Swiss (Airline) took out a full page ad in the Zurich newspaper with all the names they considered, my favourite being CHairline. I think there is a CHairline flying locally today.

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It might not be the airport's fault. The article went on to say that in interviews with travelers, many did not associate "Mineta San Jose International" with the city of San Jose. Apparently (and I have believed this for a long time having accumulated more frequent flier miles than I care to count for business travel) airline passengers are stupid.

It's why I bought a Mooney.

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An airport way out in the country in GA did something similar. Spent $1MM or so doing research and changing the name form Peachtree City Falcon Field to Atlanta Regional Falcon Field. Part of that $1MM was spent flying "consultants" around different airports in GA interviewing airport managers that were near other metro areas.

Oh, and the renaming of Swissair had to do with that fantastically and poorly managed insolvency. Not because someone had a whim.

William

 

 

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On 2/2/2023 at 5:17 AM, Sue Bon said:

My favourite rebrand was Swissair...line became Swiss....Airline. They moved the pause. Paid a Canadian Branding specialist something like $4 million (maybe 8 - I can't remember). All the colours and fonts remained the same. There was such an uproar in Switzerland afterwards that Swiss (Airline) took out a full page ad in the Zurich newspaper with all the names they considered, my favourite being CHairline. I think there is a CHairline flying locally today.

Hmm..

I seem to remember Swissair went bankrupt and Crossair (regional airline) bought them or merged with them and changed the name to Swiss. I could be wrong and have no doubt consultants were involved. ;)

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23 hours ago, PT20J said:

It might not be the airport's fault. The article went on to say that in interviews with travelers, many did not associate "Mineta San Jose International" with the city of San Jose. Apparently (and I have believed this for a long time having accumulated more frequent flier miles than I care to count for business travel) airline passengers are stupid.

It's why I bought a Mooney.

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KSJC might be the most incompetently ran jet airport in the US. The worst was when Raul Regalado ran it. 

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  • 2 weeks later...
On 2/3/2023 at 4:19 PM, WilliamR said:

Oh, and the renaming of Swissair had to do with that fantastically and poorly managed insolvency. Not because someone had a whim.

William

Oh, believe me, I know. If the news of Swissair's mismanagement and bankruptcy was hard to miss in the US and globally, you can only imagine the coverage in Switzerland at the time. The outrage was off the charts, and spilled over to paying a foreign consulting company millions of Francs to basically say, "Yep. You're good."

As I was working at that time for UBS in Global Marketing and Brand Management, the rebranding was of particular interest to me and my team.

The joke about moving the pause was my brother's and I still think it's funny.

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