I have had the privilege of working with some of the most imaginative minds in branding. But few experiences have left a mark quite like my time with Sandals in Jamaica—an experience that changed how I think about branding. 

A Jarring First Impression 

I was in Montego Bay to attend leadership meetings for Sandals Resorts. After landing at Sangster Airport, I was surprised at how quickly we arrived at the property—just minutes from the runway. And that’s when I heard it, the unmistakable roar of a commercial jet overhead. Loud. Low. Impossible to ignore. 

My first reaction? This is going to be a problem. 

The resort itself was stunning—lush landscaping, impeccable service, beautifully designed rooms and common areas. But every few minutes, the thunder of another plane interrupted the calm. I couldn’t understand it: how could the most successful resort chain in the Caribbean survive such an obvious disruption? 

Then Everything Changed 

That’s when it happened. I was walking through a courtyard where guests were mingling over drinks and lawn games. I heard the familiar rumble of an approaching plane. But instead of groans or complaints, something extraordinary took place. Everyone stopped. Looked up. And waved. First, the staff—then the guests. As the plane soared overhead, a unified, celebratory gesture unfolded. People smiled, laughed, and cheered like it was a surprise guest arriving at the party. It turned what could have been the resort’s biggest liability into a moment of joy, connection, and shared identity. 

Not a Flaw—A Feature 

This wasn’t an accident. This was brilliant brand strategy. Gordon “Butch” Stewart, the visionary founder of Sandals, had bought the struggling property back in 1981 with no hotel experience—but a deep understanding of people. What others saw as a deal-breaker, he turned into a differentiator. Instead of hiding the noise, he created a ritual around it. A simple act that reframed the experience entirely. The message was clear: This isn’t a flaw. This is part of the fun. And it worked. The planes became part of the magic. 

What the Best Brands Do 

Great brands don’t hide from their flaws—they reframe them by: 

1. Turning obstacles into opportunities for connection 

2. Creating rituals that transform noise into meaning 

3. Designing every part of the experience, even the uncomfortable parts 

4. Leading with confidence, even in the face of uncertainty  

If it feels like a liability, look again. With imagination, it might just be your most powerful asset. Because the best brand experiences don’t just solve problems—they elevate them into unforgettable moments.