Why small things can make a big difference to the brand

Flying on United Airlines for the first time, from Boston to Chicago, there wasn’t a lot to look forward to in terms of the brand experience. I had not heard great things about United’s service – from my friends who fly domestic, as well as across the Pacific. Hence, I had lowered my expectations. Sometimes, though, I love to be proven wrong, and this time I was.

A pleasant in-flight experience

As the door was locked, the announcement for turning off electronic devices for quirky enough to draw some chuckles from the passengers. The flight attendant said something like this, “Please turn of your cellphones, pagers (if you still carry them), Blackberrys (or blueberries, strawberries or any other fruity sounding electronic device you might be carrying).”