human characteristics of the JetBlue brand come from David Neeleman and his personality; hes likeable and charismatic, both of which are traits of the JetBlue brand. Although he didnt start that way, today he is the leader of the brand-JetBlues front man-which comes naturally to the customer-oriented CEO. He likes to engage the public and gather information that he can use to improve his company. He rides the planes once a week, talks to customers, and asks them questions. Approachable, friendly, concerned, and inter- ested in what people have to say-thats part of the personality he brings to the brand. JetBlues personality can also be described as cool, a travel alter- native for people looking for a different experience. "In building the JetBlue brand and personality, we realized that there really wasnt anyone in the airline industry that was cool," says Johnson. "Being different, being cool became important to the universal message of the brand." One challenge is that cool means different things at different times to different people. Some JetBlue fans like the humor; some like the efficiency; some like the value. It is the combination that gives the brand its unique position in the minds of customers. For example, in the tough economic climate of 2003, frugality was in; rather than being embarrassed about looking for deals, people saw it as a way to show their shopping savvy and prowess. And companies that can appeal to that need and attitude in such times without making con- sumers feel like they are buying something cheap may capture their loyalty. JetBlue does this with leather seats, DirecTV, and top-notch service for low prices, showing customers that they dont have to sac- rifice quality when they fly with JetBlue. Just as Elton John has chosen to cobrand with other performers to remain relevant but also cool in the marketplace, JetBlue has chosen to partner with Crunch gym to develop a series of yoga exercises de- signed to help passengers relax, loosen up, and feel invigorated. The     significance of partnering with Crunch may escape some customers, but those with an affinity for coolness know that though Crunch doesnt necessarily try to be cool, it is. The two brands have very sim- ilar messages and core values, which focus on fun and not taking things too seriously. But ask any rock star and he or she will tell you that being cool is tough to attain and even tougher to maintain, because the minute