Southwest Airlines

America fell in love with Southwest's down-homey humor and low fares, but in the face of soaring oil prices and scandals, those corny jokes have fallen out of line with customers' moods.

The brand dream descended into a PR nightmare earlier this spring, when FAA whistleblowers revealed the airline had been knowingly flying 46 planes without proper safety inspections. Southwest initially responded with an ah-shucks press release that seemed disingenuous. The FAA levied its largest fine ever: $10.2 million.

The Washington Post recently called Southwest "the best of the worst." Clearly, the "LUV" is wearing thin.