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Being Tyler Brûlé » Umshini wami. Or How Aviation Was Saved

Umshini wami. Or How Aviation Was Saved

Flight mode

As we suffered from a week of European flight hopping we finally got a chance to sit back and relax a bit. Unfortunately this was accompanied by a rather crude safety instruction by aviation waitresses who apparently hadn’t enjoyed the charmingly breakfast buffet at Hotel de la Paix in Geneva as we had that morning. But we digress. To the sound of a monotone voice, it became painfully obvious what’s lacking in current aviation services. The signature tune.

Although we might have chosen a different tune than the post-modern choice made by Jacob Zuma, Awuleth Umshini wami (Bring Me My Machine Gun), a signature tune is a natural branding tool. It’s sad to see that it’s so seldom used as a branding opportunity by the aviation industry.

So you might ask what a proper signature tune would be. Would Lufthansa be brave enough to spray a little sunshine from the sandy beaches and beautiful bums of Rio with The Choro. Or could Swiss see the opportunity of R.Kellys sexy joddling in “Echo” everytime you touched ground with one of their A340’s? We would certainly hope so. However, we’re perplexed by Qatar Airways choice of tune that makes you cry like a dalmatian in a London penthouse everytime you board a flight to Doha.

Whatever choice it will add much need brand quality to aviation outfits everywhere. That goes beyond the a well stitched bow-tie or neatly matched scarf and hat. A strong and chippy signature tune will be an essential part of aviation recovery. We will be keeping our ears to the speakers.


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