In his seven-year-old mind a swimming pool was surely the most exciting attraction a theme park could have. He might not have accurately understood the Disneyland Paris proposition, but he was in no doubt that “Disney” equals incredible fun.

I was reminded of this – the strength of brands and what they represent – when I read this week of United Airlines’ plans to amend its policy for overbooked flights. Because after that video, there is no denying that the airline faces an uphill battle to win back brand loyalty.

And while certain brands have shown how not to do it, others have been busy doing the opposite. Celebrity Cruises was applauded after announcing Malala Yousafzai as the godmother of its newest ship, a fitting choice following the line’s unveiling last year of a new strapline, “Sail Beyond Borders”. The line had hoped the logo would celebrate diversity and encourage others to embrace different cultures, and few could deny that Yousafzai is one of the 21st century’s greatest champions in breaking down barriers.

As we hear this week (and as United Airlines discovered), companies are no longer “master and commander” of how their brands are perceived. It’s not enough to simply take an ethical stance; as Celebrity Cruises has shown, they must also prove that they mean it.

Two brands that work tirelessly to support travel agents are Gold Medal and Travel 2, and such has been the loyalty shown by agents to one brand or the other that Gordon McCreadie this week quashed any fears the  two brands will be amalgamated any time soon.

And when it comes to my nephew, I’ll welcome his naivety as long as it lasts. I’m just dreading the day when his brand awareness means he badgers me for those £150 trainers…