I dropped in from the Wall Street Journal's "Best of the Web".
A question occurs to me: Why does the airport need to tweak its branding? If I lived in Chattanooga, I'd use the airport. Since I don't, I'll fly in to CHA if and only if it's reasonably close to my eventual destination and if the flights are conveniently scheduled and well-priced. Not only are none of these factors going to be affected by marketing initiatives, but I don't believe any of them are anything the airport has any influence over at all.
Who are you trying to attract? Is a business going to refuse to relocate to Chattanooga because the airport has a non-streamlined name? Do passengers go out of their way to fly from other airports because CHA is "so last year"?
Anyway, thanks for brightening my day.