Delta is throwing in the towel on their misguided low-cost airline, Song. Anybody who knows about branding and marketing could predict this announcement. The airline was born as a "me too" it lived as a "me too" and it dies as a "who?" They came they flew...no one cared.
The problem with these so called "low cost" airlines that are built within old mainline carriers(yes, I'm talking to you, Ted) is that they aren't different enough from their parent airlines in image, customer experience or practice. I have flow Ted several times and I cannot tell you how the experience differs from United. They don't try to sell you air in the form of legroom but other than that what's the big deal?
If mainline airlines want to replace themselves develop low-cost carriers they need to do so from scratch. Not subsidies or divisions but free standing independent airlines. Fund them(if you ever have money again) and staff them with your experience but cut them loose from your operational structures, costs and high cost labor agreements.
If the mainline airlines don't do it others will. Get ready for more independent airline start-ups as the old guard cut costs and service on the way to their own funerals.
LATimes: Delta to Eliminate Discount Carrier Song via
Technorati Tags: airlines, branding, change or die, Delta Airlines, marketing, mass transit, Song Airlines, travel, trend
Attention maketers: While you are keeping one eye on the changes that Apple is bringing to your favorite advertising medium--Television, you should also be aware of the new emerging technologies that will change the game.
Here's a product making the blog rounds today. Just as the trend of 
