I attended a marketing conference some years ago and heard a top marketing professional from the United States speak. Unfortunately, I don't remember her name, but I do remember her favourite story.
She was flying Virgin Atlantic for the first time and enjoying her inflight meal. She admired the cute salt and pepper shakers in the shape of cartoonish airplanes.
They were so adorable she thought about sneaking them off the plane in her purse. The funny thing is, that's exactly what Virgin Atlantic wanted her to do.
Virgin understands how important word of mouth is, especially in an industry that is historically abysmal when it comes to customer experience. For a couple of extra pounds, they virtually guarantee their customers will relate their great experience with Virgin Atlantic.
Photo source: TravelsWithTal