"Riding for the Brand" is the personal history of Lawrence H. "Larry" Lee, who started with Western Airlines in 1943 as a baggage handler, and worked his way up to Chairman of the Board. Larry led the company during turbulent times. He was responsible for establishing a "hub" in Salt Lake City, Utah and did so in just a few short months, and with very little capital. Larry believed in miracles, and knew they could happen with hard work and dedication. He was instrumental in negotiations with Western's five union groups, and established a profit sharing plan. The day that his retirement was celebrated in Salt Lake City in 1986, the airline reported the highest annual profit in its 60 year history.