EW CEO Dirks has reacted to the letter of the Belgian CEO's worrying about SN. He said again that Brussels deserves a broad network of short and long haul flights with a strong home carrier - with a local brand. So they want a 'Belgian' brand but also one that is more known outside of Belgium.DeltaWiskey wrote: ↑09 Feb 2018, 19:41Thanks, I am glad you liked it.
I have to say that I was a bit puzzled last week when the rumours of the management change leaked in the press. Although it was not unexpected. Now that all dust starts to settle and more information has been spread, I am confident that the future looks bright for Brussels Airlines. Even if it's not going to be with that name forever.
With the discussion about the brand "Brussels Airlines" on this board, I started think about it for a moment. I am not convinced that Brussels Airlines really is the best name for the airline in its present form. When I ask friends, family, colleagues: who are you going to fly with? They say, "SN Brussels Airlines", "Brussels", "SN", sometimes even "Brussels Airlines".
Brussels Airlines is a long name and people shorten it very often. This means to me, that it is not the strongest brand possible. With other airlines, they just say "Ryanair", "KLM", "Easyjet", etc. They don't say a variation like "FR" or "Ryan". Ok, an very odd person might say "Easy", but really not that many.
There will be a time, eventually, in maybe 5, 10 or 20 years time, when the Eurowings has become so big and has bases all across Europe, that it would be stupid for Brussels Airlines not wanting to be associated with that brand.
They already own one...
I really hope LH studies the possibility of re-introducing the name Sabena, it would have huge advantages when you think of it. It's priceless to have a well-known brand in aviation today. Certainly in its key markets Sabena still is a more known brand than Brussels Airlines (not to mention it sounds so, so much better than 'Brussels Airlines'). Imagine the marketing campaign you could come up with when Sabena is 'back': everybody would want to fly it again!
While nobody is waiting to fly with Eurowings.
...Just imagine the iconic S-tails back at BRU...