PPB October 2021

Slight changes to company image. In most cases, a total rebrand likely isn’t necessary, but small tweaks and changes may be beneficial to a brand’s image. In December 2015, Isis Books & Gifts in Englewood, Colorado, added “Goddess” in front of its name on front-door signage to reflect the ancient Egyptian goddess of healing and magic, which inspired the store’s name. The addition to the sign came after the bookstore and gift shop was vandalized due to a mistaken relation to ISIS, the acronym used to refer to the Islamic State terrorist organization. Though the bookstore was not associated with ISIS, adding the word “Goddess” to its front-door sign, and later to its website, was a meaningful move intended to dispel ambiguity over the name, and protect the safety of its workers and patrons. Positive action tied to the name. With concern about the delta variant, Delta Air Lines, Inc. decided to extend its message of sympathy—to a three-year-old girl with the same name. Kellie Gerardi, a project manager with Palantir Technologies and a bioastronautics researcher—who’s slated to be selected for a future Virgin Galactic space mission—playfully tweeted, “Petition not to call it ‘Delta Plus’ and instead move on to the next letter in this cursed variant alphabet (crying face emoji). Sincerely, the mother of a very sweet little Delta who once thought the airline would be the most annoying namesake joke.” Gerardi followed up with a tweet to Delta Air Lines, Inc., stating, “@Delta I feel like we should form an alliance on this matter”—and in a way, they did. In August, the airline sent a care package to the child, which included a pink Delta-branded backpack, a model plane, Biscoff cookies and a handwritten note which read, “Hi Kellie! We saw your tweet and just wanted to let you know that we think your daughter’s name is amazing. It’s the name for people who were meant to fly. We sent you a few things with our favorite name, so she can know how special she is. Wear it loud and #DeltaProud!” It was signed, “Your friends @Delta.” The story of the care package warmed hearts across the nation and was shared as positive news in the media. PPAI: 111248 | ASI: 35375 | SAGE: 50327 | UPIC: ACCENTS | DC:101273 www.americanaccents.com 888.287.7883 PERFECT FOR... ѭ (THPYFNQ UFWYNJX ѭ <JIINSLX ѭ (TWUTWFYJ J[JSYX ѭ 4KKNHJ GWJFPWTTRX ѭ FSI RTWJ Digital Napkins 2nd-side imprint optional Made from renewable resources Made with 20% TGE[ENGF ƒDGTU Full color digital imprint 3 ply facial quality material Made & printed in the USA D-N10-WHITE as low as $0.160(S) UNJHJ RNSNRZR | OCTOBER 2021 | 63 THINK