When it comes to US based airlines, Delta is for sure the brand that everyone has been talking about. I continue to hear consumers and clients mention Delta when asked about brands they admire for a great experience–even when we’re NOT talking about airlines at all.

I myself am a big fan of the Delta app and in-flight experience. Like others, I’d be willing to pay more to fly Delta, which is a solid indicator of brand strength.

But if there’s a US airline brand that could give Delta a run for its money, what would you say if I made an argument for United?

United may not have elevated its experience to Delta levels. Yet.

But behind the scenes, it feels like there’s something brewing.

In particular, listening to CMO Maggie Schmerin talk about her plans for the brand recently, it’s apparent that she and her team are thinking big. United understands that to drive big brand growth–not incremental progress–you need to stop obsessing about your category and competitors. I couldn’t agree more.

Too many brands hyper-focus on what’s happening in their category. Whereas to create real change, brands must free themselves from conventional approaches and not be afraid to offer unexpected products, services and experiences. Some of this is about confidence. Less confident players without the appetite for experimentation and growth typically don't have the courage to think and act like this.

It all starts with the right mindset. Interested to see where the United team takes this.