OK, OK.  I realize that the US Airways name goes away but I like the double strong US flavor in my made up name for the merger.

Many people will point out many potential trouble areas in this merger.  I’ve got some that I think may get overlooked a bit in the conversation.

First, American Airlines’ employees desperately need to be focused on over the next year.  This is a group of people who are very sour on their own company and they didn’t get there in a day.  It is extremely rare to meet an AA employee who isn’t pretty bitter about their company, at least in private conversation.

A big part of the problem has been leadership neglect but it’s also been a lack of clear, direct communication (which is arguably a part of leadership) on a very regular basis.  In fact, historically, the company hasn’t really said much to its employees unless something hit the news or something was about to look bad.  I’m reminded of how Gerard Arpey would make communications that would spin the company in odd ways just before he and his executive staff were about to be awarded yet more stock options for a lack of performance.

As an employee, you can take that weirdness now and then and let it go.  When it just assaults you for years, you lose hope.

So this is a chance to instill hope in these people and it’s a chance to show them that it is a new day by delivering on promises.  I’m actually not worried too much about Doug Parker’s ability to do this but I am worried that between now and the deal closing (6 or more months most likely), he’ll be effectively silenced and the old regime will continue on the same path.   I hope that communications at both companies are clear, concise and voiced with equal fervor and I truly hope that Tom Horton dials back his presence in this in the very near future.

There is a deal.  Each party has its roles defined.  Everyone needs to speak with one voice.

I’m actually not worried about how this team harmonizes the systems.  I think they’ll figure that out without much problem.  What I do worry about is how they create a new identify.  This isn’t going to be US Airways and this isn’t going to be American Airlines and that’s that.  This team has to decide what the new airline really will look like and what’s consistent with the marketplace.  They have to identify core strengths and value propositions that exist today and figure out how to bind them together into a product that the customer wants.

In addition, they have to truly fix the basics of the operation at AA.  There is a lot of underperformance going on and turning that around is no small task.   At the end of the day, the customer wants flights that leave on time, flights that arrive on time and baggage that shows up on time.  Then they want a value oriented price.

The truth is, new planes don’t fix the inability to operate as advertised.  People fix that.  Until the New American is operating in a consistent, predictable way across the system, leave out the branding hype.

Finally, get rid of that new branding.  At least the livery.  Pause *everything* in that area asap.  Wait until the operations are fixed and wait until you have decided what the New New American really should look like.  Then, take what’s good and go get a re-design on what isn’t.

Your corporate branding should very clearly reflect what you are selling to the customer.

Filed under: Airline Service by ajax