Yesterday I received a press release from the nice folks at Atlantic Southeast Airlines, letting me know that after it completes its merger with ExpressJet, the two airlines will be branded and marketing under one — new– name for parent company SkyWest.

That name?

SureJet.

Yeah. Sure.

No, I’m not kidding.

I tweeted my disbelief over this horrible god-awful choice yesterday, but the emails kept coming in today, so I figured I’d go ahead and weigh in here on PlaneBuzz, since this platform has a bigger audience of both PlaneBusiness Banter subscribers and non-subscribers.

People I’ve talked to have, overwhelmingly, and without exception, reacted by shaking their heads, asking me to repeat myself, or simply saying things like 1) it sounds like a household cleaner 2) it sounds like a new maxi-pad 3) it sounds horrible coming off the tongue 3) it sounds like a cynical joke.

I tweeted yesterday that I thought it sounded like something from a Saturday Night Live skit.

One of our PBB subscribers wrote me today and shared this comment,

“SureJet.. . REALLY?! We actually paid someone to come up with this?!

I’m no branding expert, but a name like that doesn’t really give me the warm and fuzzies when thinking about, oh I don’t know, reliability, completion, prospects, the future… shall I go on?
And oh the possibilities for puns… ‘Surely you can’t be serious…?’

Word from the presentation was there were audible gasps followed by silence. Brad Holt then bolted up to the mike to declare the name “grows on you.” Not quite.

Rumor today is the new brand is quietly being shelved. Wish I could log on to the company website to check, but it’s been down all afternoon…. I’m SURE they’re working on it. “

Trust me. You don’t need to be a marketing or branding expert to know this name needs to be tossed.

“The name grows on you?” Ah. No. Surely Brad Holt, you jest.