untrue, brand loyalty does exist. When Herb Kelleher was running Southwest Airlines, he proved it time and again. when a flight was delayed flight attendants were known to start pillow fights or sing songs with the passengers. he recognized that humor can calm even the most savage of beast. he saw the Southwest employees as customer number one and treated them like royalty. Pilots were willing to be placed on a wait list just to get a job with Southwest. some Pilots waited for years to get a chance at flying for Southwest and when they did get the job, they kept it.

baggage handlers at Southwest are paid a bonus if they turn the plane around and get it out the gate on time. thus, Southwest has one of the best on-time records in the industry.

Herb Kelleher understood the meaning of "Emotional Intelligence" unlike any other CEO. while other airlines have lost major $$$ and gone bankrupt, Southwest Airlines continues to be profitable. By treating their employees and passengers as VALUED customers, they continue to turn a profit.