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After September 11, there were customers who sent cheques to Southwest Airlines to show their support. One note that accompanied a cheque for $1,000 read, “You’ve been so good to me over the years, in these hard times I wanted to say thank you by helping you out.” The cheques that Southwest Airlines received were certainly not enough to make any significant impact on the company’s bottom line, but they were symbolic of the feeling customers had for the brand. They had a sense of partnership. The loyal behavior of those who didn’t send money is almost impossible to measure, but its impact has been invaluable over the long term, helping Southwest to maintain its position as the most profitable airline in history.