Herb and Gary Have Learned Well From Tom Braniff

Dallas has been lucky to have been the home to so many great airlines. Braniff International was a landmark at Love Field. American Airlines became the King of Dallas International and of course there is Southwest Airlines founded on a napkin by Dallas Attorney Herb Kelleher and a buddy. Braniff is gone now, but the old corporate offices at Love Field on the Lemmon Avenue side continues to be a part of the changing growth at Love.

Now that the brief history lesson is out of the way, it's time for the political flight to take off. I was just a kid when Braniff started painting their aircraft in wild, bright and eye-catching colors. No one had done that before. It was the talk of the town, so-to-speak. But, I know what an impression it made on me and being an old marketing guy, I've always remembered those days.

After American Airlines filed for bankruptcy, it was only a matter of time before the old AA eagle had to go. With  its fleet of old MD-80s  being the airlines workhorse and  badly needing to be  replaced, a new livery was on the horizon for American Airlines. 

The air begin to fill with excitement as to what the new livery would look like. American even set the first one down in Victorville, that no-mans land in the south of the Mojave Desert near that fairy-tale town on Apple Valley in California. Most aviation geeks set off the alarms almost the moment the wheels touched the runway and for sure by the time it parked on the tarmac. The word was out. "Ugly!";" It's Ugly! " the geeks cried. And--- no one paid any attention. The new livery  would, however, welcome the new American out of bankruptcy. Doug Parker rumors were that the new livery would only be a transition livery while American was merging with US Air and hope once again rose like a victory bonfire's smoke and shimmers of heat.Dud! It was a dud!

Even though Southwest had some colorful colors on it's planes, The ghost of Love Field rejoiced that color had returned to the runways at Love. At least one air line had once again painted the sky over Dallas with it's colorful planes. Tom Braniff must have been looking down on Love Field with a big smile on his face. Herb Kelleher had answered the call once again.

It became a new breath. Color had returned  with blues, oranges and reds. Not so much one color from  nose to tail but three! And Love Field's new upstart began to grow, and grow, and grow. Then, there was the  political roadblock to stop the growth because  DFW was the new wonder child. And that it was. It made a star of Dallas air routes. The need to bring back the focus to Love had an opportunity and splash some paint once more. This time with big orcas on the side of the plane or some other theme like the Texas state flag. And after being let down by American, Southwest and  Gary Kelly, being a CPA, knew how to charge off paint and make it pay. And it did!  Time and time again. People were talking again  about the color in the skies over Dallas. Then came the new livery for Southwest and every parking spot in the parking garage was filled at Thanksgiving and overflow lots were filled at Christmas, too. Love Field was alive and well and new terminals were under construction.

Now some folks will say that it was more than a paint job on an airplane. And I would have to agree that it was all true. Southwest is known to be a happy bunch--even when they work a picket line now and then. But deep down inside, we all know that the sky is filled with more color once again and it makes those that had seen Tom's planes start a revolution jump to the other side of the field  in the house that Herb built, paint shop and all!

The State of Florida and click on image to see a better view.

Looks Like the Ugly Tail Will Stay

A couple of days ago, I drove out to Founders Plaza at DFW International. It had been a while since my last visit. The airport was flipped that day also. So the last two trips, 18L and 18R have not handled incoming traffic because traffic was coming in on 36R and 36L (the opposite end of the runways).

It was my first trip since the merger was announced as approved. The thinking was that the old livery was being replaced with the new one as a transitional and American wasn't spending any more money on livery. That meant that a new logo would be forthcoming after the merger was complete. Kind of like a bridge between the old and the new--a transitional -- when all was set. The factor not factored in was that Doug Parker would offer it up for a vote to the unions and employees. That way, it would build some unity between management and the unions. Well, as luck would have it--as Mr. Murphy's Law would dictate--the employees and the unions voted to keep the transitional livery.

As I stood on the little hillside and watched one American take off after another, There was only one old livery in the group of half a dozen. Then I got to looking, the majority of the tails were scraped up, nicked and  missing paint. All sorts of things in such a short span of time.

When you compared the new livery to the old, the old looked good then and now. But, the old adage, "close the gate now that the cows are out" is also an understatement. At the time everyone was waiting to see the new livery and it was sitting on the tarmac at Victorville, in the desert of southern California, There was a short lived campaign that American never heard that said," Anything but white, just paint it bright! Instead, we go the ugly thing we have now and it looks like we are stuck with that. If Tom Braniff was around, he'd have heard the cry and he would have painted a plane that would be pride with a capital "P". Herb and Gary are not afraid to paint an airplane. Paint can be a big marketing tool. Paint is a big marketing tool. Hope they put the cell phone users in the tail section where they put the smokers when that was a hot potato. Let the cell phone users listen to each other when they are on their phone. But, somehow, I don't think Doug Parker will listen to many consumers now that he's got the throne.

Old Livery

New Livery