The Rationale Behind Hawaiian's Brand Strategy

Alaska Air Group is spending a lot of time and money on how it positions Hawaiian Airlines. I spoke to CEO Diana Birkett Rakow to learn more about the plan.

Dear readers,

It has become a running gag, but it's no joke: You can learn a lot about an airline’s priorities based on the quality of the cheese plate it sells in economy class (or if it sells any at all). And as you might recall, while I enjoyed flying Hawaiian Airlines before Alaska acquired it, Hawaiian’s cheese plate was a disgusting medley of self-…