Riding for the Brand is the autobiography of Lawrence H. "Larry" Lee, who started working for Western Airlines in 1943 as a baggage handler, and eventually became CEO and Chairman of the Board. Larry was instrumental in establishing a "hub" in Salt Lake City, Utah, in just 3 short months, a task that was nothing short of a miracle. Larry believed in miracles, and that with enough hard work, dedication, and sacrifice they could happen. Larry worked with the unions to bring the airline back from the brink of bankruptcy and implemented a profit sharing plan, as well as giving the unions representation on the Board of Directors. Larry truly "rode for the brand". With his loyalty, leadership and vision, Western posted the highest profit in its 60 year history on the day he retired.

Riding for the Brand is the autobiography of Lawrence H. "Larry" Lee. Larry began working for Western Airlines in 1943, at the age of 16, as a baggage handler in Salt Lake City, Utah. This experience landed him a job in the Naval Air Transport Service during WWII, and he was stationed in Shanghai, among other places. After military service, he felt that he never wanted to fly again! Larry married his sweetheart, Margie, and went back to work for Western. In his 43 year career, Larry worked in many different capacities, including assistant VP of labor relations. This work helped to build a foundation with the unions that he would need to save the airline in its later years. There were many changes in the top management of Western Airlines in those years. Talent was difficult to recruit and to maintain. Airlines were struggling to adapt to deregulation, and others the size of Western, such as Braniff and Continental had declared bankruptcy. Larry was charged with setting up a "hub" in Salt Lake City, Utah, and did so in just 3 short months. This was something no other airline had been able to do, and with little or no cash to do it. When Larry became CEO of the airline, Western was losing money and had no long term plan to turn things around. Larry went out to the employees to ask for more wage cuts, and led by example, working for $1 a month until Western returned to profitability. Riding for the Brand is an amazing story of one CEO that got it right, in contrast to corporate officers today that have only self-interest and greed. Larry was truly loyal to the brand, loved by many that worked with him, and on the day that he retired in 1986, Western posted its highest profit in its 60 year history.

Lawrence H. "Larry" Lee was born in Santaquin, Utah.  He began his career with Western Airlines in 1943 as a baggage handler in Salt Lake City, Utah. This is his personal history and details his 43 years with Western, and his rise to CEO and Chairman of the Board. Larry was responsible for developing Salt Lake City into a "hub" for Western Airlines, and did so in only a few short months, and with very little capital. His career included positions in airlines operations, stations management, Central Training, Labor Relations and Inflight Service. Western was facing a grim future in a deregulated environment. When asking his employees to take pay cuts, he lead by example and took the heaviest cut himself; at times working without pay. On the same day that Larry was being honored at his retirement party in Salt Lake City, the airline reported the highest annual profit in its 60 year history. Larry was truly a leader in both word and deed. His honesty and integrity brought Western Airlines back from the brink of bankruptcy to become, once again, the Only way to Fly.