Southwest Airlines
Here's a company and brand that has borrowed and attempted to deliver on one of the most basic emotions we all have experienced, or seek to experience: LUV (the company's stock symbol). Southwest has delivered on that promise to millions of consumers via more on-time flights, legendary customer service, a near flawless safety record and, of course, some of the best prices in the industry. Its website is a reflection of the company's values, as well as its emphasis on saving money: low fares, no hidden fees.
Now, many people maintain their loyalty to other airlines because of perceived superior service, more flexible schedules or guaranteed seats. But I would be remiss if I didn't mention Southwest in the context of this piece. Think about it: "Ding; you are now free to move about the country." "LUV is freedom from fees." "Wanna get away?" These are just a few ways Southwest combines its low prices and discounting strategy with bigger emotional hooks and its overall brand experience.
As a consumer, I expect to pay more during peak travel times, when I book my flight last minute or when I want a direct flight at a desirable time. However, I still get the same security, service and quality brand experience when I plan ahead and fly on a Southwest Saver Fare from Chicago to Nashville to visit my parents. Yet I'll then turn around and pay four times that fare to get closer to my parent's house by flying into Knoxville. Low fares, low prices and no fees are certainly part of the Southwest promise, but the brand continues to mean so much more. You are now free to form your own opinions.
