Compare the check-in experience at British Airways with a parallel one I witnessed at the Virgin Blue counter. I’m sure this younger passenger had a shorter temper than the reserved British Airways traveller. Yet he managed to simply smile when he realized his bag was too large for the cabin. Unlike the British Airways’ luggage frame and attendant legalese, the Virgin Blue luggage signage snap-happily advised, “You can bring an ego of any size on board – but only a bag this size.” The humorous, human touch dissipated any potential for anger. Check out Virgin Blue’s sister company: Virgin Atlantic which greets you on their site with the headline: “Hello Gorgeous!” A phrase setting the tone of voice for the Virgin brand in air, on ground and online.