Branding is fun to experience, particularly when done well. And I will admit, I was pretty sucked into the Aloha mentality by the successful expression of the Hawaiian Airlines brand.
As soon as you walk onto a Hawaiian Airlines plane, you are greeted by the relaxing, transporting sounds of native birds, the ukulele, and the Pacific Ocean. It’s almost as if you have already arrived. Forget that you were just felt up by a 300-pound security agent, or that someone got on the moving walkway to just stand there while you were racing to your flight. The flight attendants greet you with, “Aloha!” and “Mahalo.” You’re welcome, Hawaiian Airlines attendant; you’re welcome.