Airline Branding for Dummies

Somewhere, deep in the bowels of the Delta corporate headquarters, someone is working on "branding" the "new" Northwest-Delta Airline. But it may take up to three years to wipe out the Northwest Airlines name, and even longer to integrate cultures. A pilot friend told me today that there's still angst at the soon-to-be-former Northwest that stems from the different cultures of Northwest Orient and Republic airlines.

In the end, though, it's all about the perception -- the message -- that a Delta name (as opposed to an NWA name) gives to fliers.

I talked this afternoon with Barbara Schenck, an expert on branding, and the author of Small Business Marketing for Dummies, Business Plans Kit for Dummies, and Branding for Dummies, about the marketing challenges companies face when merging.

Here's the full interview (mp3). I'll add the Cliff Notes versions over the next few minutes.