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Bobby Loeb from Southwest Airlines on the legend of “The malice in Dallas”

In this video Bobby Loeb describes how Herb Kelleher, Founder & CEO of Southwest Airlines, arm wrestled his way out of a lengthy court battle when the company inadvertently ran the same advertising campaign as a competitor.

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Video – under 4 mins

In 1992 the American airline company Southwest Airlines ran an advertising campaign which had the slogan “Just Plane Smart”. After they launched the campaign they discovered another aviation company was using the same slogan. Keeping true their culture Southwest Airlines Founder and CEO Herb Kelleher avoided a fight in the courts by setting up a personal challenge with the CEO of the other company. Little did they know that the way they dealt with this advertising conflict would create a story that has become a legend for thousands of people both inside and outside the company. Bobby Loeb, Senior Director of Operational Training at South West Airlines, tells the story of “The Malice in Dallas”.

View more videos from Bobby Loeb here


About: Southwest Airlines is the world’s largest low cost airline. It was formed in 1967 and is based in Dallas, Texas. It has around 46,000 employees, flies to 97 destinations in 41 American states, servicing around 100 million customers each year. Southwest Airlines has built a reputation for exemplary Customer Service, low fares with no annoying fees, safe and reliable operations and an extraordinary company culture.

Take are look at Southwest Airlines Corporate Fact Sheet and learn more about this great company.

Southwest Airlines Website

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