Brands and branding

Abstract

Eyjafjallajokull is an Icelandic mountain glacier with an ice cap that covers the caldera of a volcano. The stratovolcano mountain stands 1,651 metres (5,417 feet) at its highest point, and has a crater 3-4 km (1.9-2.5 miles) in diameter, open to its north. The volcano has erupted relatively frequently since the last glacial period, and most recently in 2010. That spring, a series of eruptions that saw meltwater seeping into the volcanic vent caused powerful explosions that threw fine volcanic ash several kilometres into the atmosphere. The result was a region-wide air travel disruption in northwest Europe for six days from 15 to 21 April 2010 and, again, in May 2010. Airspace over many parts of Europe had to be closed due to the smoke and ash particles and associated electrical storms. At one stage, 1.2 million passengers were affected, with 100,000 flights grounded across Europe. Eyjafjallajokull became the most famous volcano in the world; and Iceland became the world’s most reviled nation. “I hate Iceland” twice blurted a frustrated traveller at Edinburgh airport, Scotland, his travel plans dashed, on 16 April 2010: in those three words, he captured the sentiment of many. His outburst was caught by SkyNews and went viral on social media (Sky News 2010).