Southwest Airline is probobly one of the most striking examples of a company that (a) defined a very clear and simple key business purpose. (B) chose the right business model to support the business purpose, and (c) consistenly demonstrates the core values and behaviors derived from that key business purpose. The brand promise of Southwest Airline is 'Dedication to the hidhest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit'. Every single employee of the company is aligned with this brand promise, and in spite of the current economic turmiol in the airline industry Southwest's performence in 2008 was among the best in the industry. Staff morale is exceptionally high.