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2007


1995

What better than to launch new branding on the occasion of official recovery from bankruptcy, which took place less than an hour before the closed-circuit unveiling of a newly painted Boeing 777?

This is the classic instance of a rebranding that consolidates, not merely signals, a successful turnaround. While Delta's rebranding has important marketing impact, its long term validity will depend on employee behavior, so in this case the internal drivers outweigh the immediate marketing goal, to refresh Delta's public image. 

On the nose of the new plane, not far from the new logo, employees painted a thank-you message to CEO Grinstein, who in turn in his speech made it clear that the stubborn determination and sacrifices of employees had made survival, recovery, and the defeat of a hostile acquirer possible. Their reward included a distribution of $480 million in cash and options (which helps put the reported $10 million cost of rebranding in perspective.) This 'brand ownership' motivation will be reinforced by intensive "live the brand" training.

Redesign also provided an opportunity to tone down Delta's previous expression of U.S. nationality, its red-white-blue symbol. The brand's rebirth will be supported by significant advertising.  Tony Spaeth

Lippincott Mercer

Submitted by: Tony Spaeth, 7/05/2007
Status: Estimated by Tony Spaeth
Category: Aerospace & Defense
Country (HQ): United States