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The Brand Called... Who?

USA Today reports that United Airlines has decided to name its new low-cost airline Ted. The Pentagram Design staffer who came up with the name says that Ted is more than a friendly first name, it's the last three letters of United's name.

While other first-name brands haven't flown to far — Microsoft's Bob is a fine example — I like the feel of Ted. What do you think? Will Ted fly?