financial woes among almost all major airlines, JetBlue Airways has emerged as a darling of the air-travel industry. Armed with a fleet of new planes (equipped with leather seats and DirecTV programming), low fares, friendly service, state- of-the-art check-in technology, and a healthy dose of entrepreneurial spirit, JetBlue is connecting at the deepest level with travelers who are fed up with the business-as-usual service of the major airlines. Jet- Blues brand encompasses a unique combination of product, person- ality, and promise that is changing customer expectations about travel.     In the companys pilot seat is David Neeleman, who set out to cre- ate a successful low-fare airline based in New York City. His goal was to "bring humanity back to travel and to make flying more enjoyable." Sound challenging? Critics thought so. They scoffed at the notion of developing a unique product in the less-than-creative airline indus- try, not to mention finding quality employees able to carryout the rig- orous standards that the JetBlue team envisioned. Neeleman began developing the functional attributes of the Jet- Blue brand years prior to the official birthdate of the business. As president of Salt Lake City-based Morris Air, the first airline Neele- man founded, he began creating a formula of innovative, high- quality airline service coupled with low fares to attract a strong and loyal market. After selling Morris Air in 1993 to Southwest Airlines, he helped launch WestJet, a successful Canadian low-fare carrier, and further developed the e-ticketing system he first instituted at Morris Air. Called Open Skies, it was positioned as the worlds simplest air- line reservation system and was sold to Hewlett-Packard in 1999. With three successful aviation businesses under his belt, Neele- man decided the time was right to bring his airline formula to the worlds largest aviation market, New York City. In July 1999 he gath- ered a hand-picked management team and $130 million in capital funding, and on February 11, 2000, JetBlue Airways took to the sky. It hasnt looked back, expanding from its inaugural service between New York Citys John F. Kennedy International Airport and Fort Lauderdale, Florida, to over 20 cities around the country.     Creating the JetBlue Brand   With the operating strategies and corporate structure in place, it came time to develop and maintain the JetBlue brand, supported in part by Magnet ID. Though JetBlue is not Magnets largest client, the