Harding Lawrence had taken over the leadership of Braniff in 1965 and changed not only the airline but also the industry as a whole with his marketing heavy image makeover. It had worked and Braniff had increased its profitability whilst making moves, like the takeover of Panagra, which strengthened its position. Fleet rationalisation was a key pillar of this strategy also. Lawrence wanted rid of the Electras and One-Elevens and to that end was building up his fleet of 727s.
In terms of ownership a coup at LTV ended with a settlement which included terms for LTV to divest itself of Braniff. For Lawrence this was fabulous as the controls he had been forced to work within were largely removed and it gave him the chance to begin building Braniff into the global airline he dreamed of.
- Red/Aztec Gold
- Green/Light Green
- Blue/Light Blue
Nance, John J. 1984. Splash of Colors: The Self-destruction of Braniff. William Morrow & Company