Fly the friendly skies...

Cruising above lake Ontario, seated comfortably in seat 14f I recall that old brand statement “ fly the friendly skies”. The funny thing is I can’t recall which airline that statement of yesterday espoused , (a quick look online suggests United). Does that make it a failure? Something we marketers do far too often is chase ourselves around the word tree. For example, does that mean the other airlines are unfriendly? I’ve yet to meet overly unfriendly flight attendant, although KLM does comes close.
I do wonder at the brand statements large companies come up with. In line at CIBC this last week I noticed every teller wearing a tag… “ARE YOU EXTREAMLY STAISTFIED…? I suppose it’s not enough just to be satisfied, but extremely seems a bit of overkill. What if I’m not extremely satisfied, what will CIBC do about it? Not much I suspect. So it’s just another empty brand promise.
Looking out the window the skies the blues skies look pretty friendly to me. The six dollar drink offered by the crew … not so much.