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You're The Boss

You're The Boss Social Lubricators Button Museum
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You're The Boss Social Lubricators Button Museum
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You're the Boss.
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Black text above descending horizontal orange, red, and blue stripes over white background. 

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United Airlines' "You're the Boss" ad campaign was used during 1976-77 to attract business travelers. Leading up to this campaign, the company researched its customers and their needs and found that business travelers made up around 50% of them. As a result of this research they expanded carry-on luggage space and emphasized food and drink quality.  

United Air Lines was formed with the merger of Boeing Air Transport, National Air Transport, Varney Airlines and Pacific Air Transport in the 1930s. United is the world's largest airline when measured by number of destinations served (as of 2014).


Smith, William D. (1976, September 9). United Woos Business Traveler. The New York Times Retrieved from

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