Seems like outside of the national carriers like SWA and AirTran, the legacy carriers excluding UAL have pulled out of national television marketing that creates an identity. Billboards and banner adds seems to be prefered doesn't it?

I think there is a downside of advertising in that people love to rail on you "friendly skies huh?" or Delta is the airline of Disney World and we get renamed mickey mouse airlines. Dent an airplane and the media works real hard to redo your slogan.

But I do miss it. I think it sets the tone. When someone (management) calls you and says you're the best then chances are most people respond to prove that right.

I do know there are 2 schools of thought with marketing when it comes to logos, absolutely change them or don't ever ever change them. Look around, its interesting to see who has and who hasn't.