Wet Fuel Cell:
As far as brands and branding, one of the companies I use, I would endorse, is the currently beleaguered SouthWest Airlines.
What I like is the service, the consistent, non-linear, solutions to perceived problems.
SWA was started as a Texas commuter special from Dallas (Love Field) to San Antonio to Houston and back to Dallas. One plane, one class, no frills, and low fares.
I hop to El Paso several times a year. There are other