Why do other airlines hate your bags?
With it's "Grab Your Bag, It's On" campaign, Southwest—the jetway's arbiter of fun—is artfully repositioning not only itself, but customer expectations of the airline industry. While other airlines are adding new fees, Southwest is hammering home its price-driven value proposition. Bags fly free.
Personification of your bags and carnival music aside, Southwest stands on a laundry list of "Best-in-Class" awards for operational efficiency including the #1 ranking for "Most Reliable Airline" according to Forbes Magazine. Fun makes the co-created flying experience enjoyable (or at least, less stressful). What makes Southwest is a long-standing record of intentional customer experiences, operational consistency, and uniform discourse about the brand.
Brand AuthenticitySM is earned by companies that align customer expections, brand promises, and implementation. Marketing done right can reshape expectations to better align them with brand promises. That's a win for customers and companies alike. And, now, bags.
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