Is it anthropomorphism when we relate to a branded organization as if it were human?
An airline is not an inanimate object or an animal, it’s a human construct, branded like crazy to spark our emotional brain – to make us feel loyalty and affection – so we are less rational when making purchasing decisions. So it is human, in a sense.
Some airlines do this brilliantly, notably Southwest (who I’ve never flown with), Virgin Atlantic, and Norwegian who are doing this brilliantly at the low-cost end of the market – and, although controversial, I think Iberia are getting much better that this.
The idea of making your brand mean something as a way to increase customer loyalty is not a groundbreaking game-changing disruptive idea. It is a trusty rock-solid foundation stone in the building of a service organization, yet so many airlines seem to aspire to have all the personality of the local bus service, thinking that having a plane and a bag of nuts is enough.