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.

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.