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Kevin Krone, the Vice President and Chief Marketing Officer of Southwest Airlines, spoke early last month at the Skift Global Forum.

Among other aspects of marketing at Southwest, Krone oversees brand development and played a key role in the airline’s recent rebranding. According to Krone, the look of the old Southwest was “not a current trend or current style.”

For a low-cost carrier like Southwest, Krone argued that it was key to show flyers that cutting corners is not the most important thing. “When you actually use design, it does show that you care,” he told the Forum audience.

Krone’s discussion with moderator Henry Harteveldt is in full, below.

Read More: 10 Top Quotes About Airline Branding From Southwest’s CMO

Photo Credit: Kevin Krone, Chief Marketing Officer of Southwest, at the Skift Global Forum in New York City on October 9, 2014. Skift