Southwest is a much beloved brand, but in 2014 a heart-felt rebrand process caused some turbulence inside the largest domestic air carrier. Rodney Abbot, Senior Partner at Lippincott, lead the process and gives us a first hand account.

To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.

Credits: Produced by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard, (@blakehoward), co-hosted by Tracy Clark, fact-checked by Jill Jeffries, co-written by Pamela Henman and edited by Matt Owen