Delta, We're Ready When You Are!

That has been the advertising slogan, on and off, for Delta Air Lines since the 1960s. Throw in a We Love to Fly, and It Shows, You'll Love the Way We Fly and a few other customer-focused taglines and you get the idea that Delta, if it makes good on its slogan – or brand promise, as it is often called today – will make its customers very happy. It did, and it was featured in a case study in Tom Peters and Robert H. Waterman, Jr.'s 1982 mega-bestselling book, In Search of Excellence, that featured Delta as one of the most excellent companies in the world. Delta was founded in 1928 in Monroe, Louisiana. Today, with its worldwide alliance partners, it serves more than 300 destinations in more than 50 countries.