Issue: Yellow Pages
May Need New Brands to Remain Vital
this year, Delta Airlines launched "Song," it's new carrier designed for
the "leisure traveler." While Delta Airlines is among the more stable
of the relatively unstable group of major U.S. airlines, Delta has nevertheless
embarked on a challenging strategy: creating a new airline brand. The
success of this venture is by no means assured.
Delta's bold branding
move begs the question, "Is it time for Yellow Pages publishers to consider
alternate brands that target underserved consumer segments?"