Psssst. I’m going to tell you a secret.

Remember Value Jet? A few years back (a few meaning “TWELVE”), they had some safety issues. A plane crashed. Ugly stuff. Media had a field day.

They were eventually cleared by the FAA to resume flying, but their brand was ruined. Destroyed. Nobody wanted to fly with them, no matter how low their prices. So, they went undercover.

In 1997, they merged with AirTran. It was more of a buy-out, but they ditched the Value Jet name, because AirTran, although not a powerhouse brand, at least was not tainted by a sordid past.

Today, they are a healthy airline, flying all over the place and making money, as a business should. The past is gone, and they have maintained a clean image.

So how is this a secret? Well, AirTran doesn’t mention this little tidbit on their website. Smart thinking, I say. Would you?

Brent Allan is a branding and marketing expert who specializes in unconventional methods. He has over a decade of experience in marketing and branding, and holds a Bachelor’s Degree in Marketing. He is the editor for BizWarrior Online and Beneath the Brand Blogs. When he isn’t pontificating about business, he juggles, does magic, and eats fire. What a dork.

Article Tags: airtran | brand | value jet
Filed under: Brand Equity, Branding