US should aim to be a cross between JetBlue and United. "Low cost" is not a brand, and certainly not an identity that motivates any employee.
Agree US needs an IDENTITY besides LCC, there needs to be more to it to motivate both employees and customers. Give them both a reason to want to CHOOSE to be apart of this company.
Need to standardize the domestic product, but an amazing IFE in domestic economy with leather seats. That does put US ahead of the curve, but at least puts on par with JetBlue, Frontier, and soon to be Virgin America (which likely will be a force). So Southwest does not have IFE, but the have leather seats, end of the day Southwest succeeds because customers get onboard expecting NOTHING for of substance inflight.
The other carriers including US, have a tendency to over promise and under deliver, sad but true, basic of marketing in this situation, under promise and over deliver.
Think for US to truly succeed US needs to be treated as two airlines (NOT EAST vs WEST) but:
1) US Airways - North America (Domestic): Trying to compete with JetBlue, Frontier, Virgin America in product offerings like top line IFE and leather seats in economy.
2) US Airways - International: There are so many great international airlines, but need to be realistic, so try to offer the best product US can given the aircraft US has, do not strive to be the best international carrier, instead stive to be the best American USA carrier...so put a true lie flat in envoy like DL has announced, follow CO model with 757 internationally...they are banking with these aircraft.
Do not mean to sound preachy, but lastly all US employees really need to come together and forget about East vs West or West vs East and focus more on the carriers above thinking how helping that lost customer as you walk down the concourse instead of walking by, will have them thinking after you leave, wow, that was nice. Each small little act of being nice and helpful will only help build the US Airways brand.
WOW my thoughts are just a flowing...finally, in regards to the aircraft livery, the one thing I truly dislike is how the flag is applied to the wing tips on the airbus,looks like after thought. Virgin America and United did some nice work on their airbus wing tips.