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Three low-cost carriers in the U.S. changed their branding within a span of 3 weeks this summer, but none were as complete as Southwest Airlines’.

See Southwest’s Chief Marketing Officer Kevin Krone’s presentation and his talk with leading travel analyst Henry Harteveldt:

The carrier has always stood out from its rivals by having a consistent look and feel across all of its products — you have only 5 types of very similar Boeing 737s to choose from — which made a big change a big risk.

But it was due of an update, as Krone argued at the Skift Global Forum. “Sometimes people want to signal a difference,” he told the audience.

Get Updates on Skift Global Forum 2015 on Oct. 14 & 15 in Brooklyn, NY

Photo Credit: Southwest Airlines' CMO Kevin Krone spoke at the Skift Global Forum. Skift