May 17, 2004

Fuzzy brand boundaries

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

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Fuzzy brand boundaries

Rob at Business Pundit points to a Forbe’s article The Slipper Solution

Pick up the phone to book a flight with JetBlue and you might reach Margo Canaan at her rented home in Salt Lake City. While the single mother helps fliers pick their seats her five children ages 4 to 16, occasionally sit in the same bedroom-office doing homework. They know to keep quiet so Mom can do her work. Her uniform: everyday clothes, plus a pair of fluffy white-and-blue slippers shaped like airplanes.

As Rob says, a nice alternative to either/or thinking about outsourcing.

It’s also another sign of the fuzziness of the boundaries that define a brand. And kudos to JetBlue for a bit of smart, high-tech:high-touch thinking.

Waterfalls and chaos

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Fuzzy brand boundaries

Johnnie Moore

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