June 29, 2013
Have you every tried to change the name on an existing airline reservation?
If you have, you know that it's vexatious, improbable and quite possibly the pinnacle of frustration.
In fact, it's much easier to change the name of the airline
And that's exactly what's happening to regional carrier Pinnacle. Again.
The brand that was also known as Express Airlines, Mesaba and Colgen, then Pinnacle, is now emerging from chapter 11 bankruptcy with a new brand and logo after Delta's investment of $52 million, creating a subsidiary.
The new name: Endeavor Air
Pinnacle chief executive Ryan Gumm told employees Endeavor Air was chosen as a name "because it evokes an image of innovation, excitement and the adventure of a journey."
Perhaps Mr. Gumm should also note, that the Latin root of the word, endeavor, is the verb, 'debere' which means 'to be in debt."