language for experience enhancement, 207–208
Las Vegas, as brand, 25–26, 88
leaders, natural, 156
leadership, 165–166
lenses, service, 45–48, 73–77
likability, 118–120
living the brand, 146, 147, 202–203
logos, 24, 107, 164
loyalty
customers and staff, 33
drivers of, 47–48, 57–59
staff, 58
Lufthansa, 123–124