BOAC / BA Junior Jet Club

Some brands stay with you for life.

Usually because they made you feel something.

For me, one of those brands was BOAC / BA and its Junior Jet Club.

I was probably between five and ten years old when I first became a member. More than fifty years later, I can still remember the excitement.

Every child boarding a BOAC flight was offered a tan envelope containing a Junior Jet Club membership card, a flight logbook and, most importantly, a gold Junior Jet Club wing badge. My logbook was a hardback navy blue booklet, embossed in gold, looking rather like a British passport.

Each flight was recorded with the aircraft registration, departure and destination, flying time, miles travelled and, best of all, the Captain's signature.

Although the instructions suggested handing the book to a steward to process the information about the flight. I was invited into the cockpit mid-flight to meet the Captain personally. For a young boy fascinated by aircraft, it was unforgettable.

Looking back now, I realise just how clever this was.

BOAC wasn't simply entertaining children. It was introducing a generation to aviation through Britain's national carrier, creating excitement, trust and affection at an age when lasting impressions are formed.

There was nothing complicated about the programme. A badge, a logbook and a few minutes of a Captain's time on a long flight created an emotional connection that lasted for decades. That's an extraordinary return on what must have been a relatively modest investment.

Today, the closest thing British Airways offers to young fliers is what it calls "Skyflyers." It's a free handout that includes fun things to keep kids entertained, like a colouring book and crayons.

As branding professionals, we often talk about customer loyalty and brand equity. BOAC / BA achieved enormous amounts of this without apps, data analytics or complex loyalty programmes. It simply created an experience that children were intrigued by and were proud to be part of.

The best branding comes from a gesture that makes someone feel special. More than half a century later, I'm still talking about the Junior Jet Club.

The best branding doesn't ask to be remembered. It simply is.