This is not the first time I have written about Southwest Airlines and my loyalty towards them, and presumably it won't be the last. They do so many things right, but today I'm focused on an article in their monthly publication that talked about a new catchphrase they are rolling out called TRANSFARENCY. The definition: "philosophy created by Southwest Airlines in which customers are treated honestly and fairly, and low fares actually stay low." While this definition is accurate, the article went on to say transferency is really about trust and raising expectations, and at the heart of it all, well, is HEART. Heart is using real employees and not actors in their campaigns, heart is keeping customers happy by treating them with respect (and maybe a little laughter), heart is the warmth and hospitality that their employees deliver everyday, heart is in transparency and fairness with everyday low fares, bags that fly free, no change fees, and free snacks with every flight. And like their ads say, without heart, their machine is just a machine. So take that to heart and look at what your brand says about you.