A recent issue of the Wall Street Journal featured a front-page story by Scott McCartney about one company’s ardent brand ambassador. The article, To a United Pilot, The Friendly Skies Are a Point of Pride, opens like this…

“Capt. Denny Flanagan is a rare bird in today’s frustration-filled air travel world — a pilot who goes out of his way to make flying fun for passengers. When pets travel the cargo compartments, the United Airlines veteran snaps pictures of them with his cell-phone camera, then shows owners that their animals are on board. In the air, he has flight attendants raffle off 10% discount coupons and unopened bottles of wine. He writes notes to first-class passengers and elite level frequent fliers on the back of his business cards, addressing them by name and thanking them for their business. If flights are delayed or diverted to other cities because of storms, Capt. Flanagan tries to find a McDonald’s where he can order 200 hamburgers, or a snack shop that has apples or bananas he can hand out.”

Capt. Flanagan lives the brand position “Fly The Friendly Skies” every day. He views his role at United, in addition to getting his passengers safely to their destination, as a brand ambassador. He wants everyone he comes in contact with to think “friendly” when they hear “United.” And his employer is supporting him in his effort, hoping that he will inspire other employees to adopt some of his passion for living the United brand. If only United had more Capt. Flanagans.