 Braniff's initial plan to emphasize top line service to business travelers was not successful as it lost a large amount of money during its first six months of operation.In September 1984, a strategic change was made to Braniff's business model that included a single class of service and low fares.Braniff's slogan "Best Low Fare in the Air" reflected its vision of offering low-cost, unrestricted fares on every flight, every day.