[Someone]

There's also the example of Steve Jobs. He used the word 'boom' quite a bit in keynotes (silly compilation at https://www.youtube.com/watch?v=Y38Sb3FOYmY), always with the positive connotation of 'get results fast'. I don't remember anyone ever making a remark that it had negative connotations.

On the other hand, if this becomes a successful company, it is inevitable one of their planes will go boom in a negative way one day, and that day will see quite a few bad jokes. Will that permanently damage the brand? That, I think, is anybody's guess, and may not be caused by the name. 'MH' didn't have any connotation positive or negative a few years ago, but I expect it will be a few years before anybody considers using that airline abbreviation again.

[samstave]

Concorde had a fatal crash... but then they went out of business (er their division was dropped?) -- but everyone wants faster than sound transport between continents. I doubt BOOM will ever be a detracting brand issue.

[duaneb]

> I doubt BOOM will ever be a detracting brand issue.

I dunno, it could turn against them if they have reliability issues. "BOOM is the sound their planes make when exploding on takeoff", etc.

[jessaustin]

Aren't Malaysian still using the "MH" designation?

[Someone]

You are right. I thought Malaysian had stopped operations, but Google tells me it was nationalized and Wikipedia that their subsidiary MASwings uses the code.

[gassit]

Malaysia are still in almost full operation. They never stopped using MH. There are currently 37 MH flights in the air at the moment according to FlightRadar.