Why That Worked – Presented by StoryBrand.ai

#18: Southwest—The Genius of ‘Bags Fly Free’ and What Happened When It Changed

49 snips
May 5, 2025
Southwest Airlines built a loyal customer base with its 'Bags Fly Free' promise, but recently faced backlash after changing this core messaging. The discussion uncovers the importance of clear communication and how even iconic brands can falter. As Southwest navigates brand challenges amidst competition, the need for adaptability in messaging becomes crucial. The podcast explores the dynamics of customer loyalty, emphasizing that businesses must maintain transparency, especially during changes, to keep trust intact.
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INSIGHT

Southwest's Genius Messaging

  • Southwest's "Bags Fly Free" messaging was brilliantly clear, memorable, and playful.
  • This core message differentiated Southwest deeply in a commoditized market.
ADVICE

Communicate Value When Raising Prices

  • When raising prices, communicate the added value clearly rather than blaming inflation.
  • Replace negative messaging with positive experiences to soften customer resistance.
INSIGHT

Humor Unsuitable for Price Hikes

  • Humor suits discount brands, but is detrimental when messaging a price increase or luxury.
  • Southwest's humorous tone in raising prices conflicted with their evolving premium positioning.
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