The last few weeks have been bad for Southwest Airlines.
So bad, in fact, that it’s fair to ask: Is Southwest still a great brand? Let’s discuss the cases for and against.
The Case For: Southwest IS a Great Brand
There was a time, not so long ago, when I would use Southwest in my keynotes and seminars as a clear example of a great brand.
I would start by asking the audience to join me as I painted a picture of Major Airline Advertising. This was easy to do, since Major Airline Advertising is both familiar and largely interchangeable. It might go something like this: Continue reading “Is Southwest Airlines Still a Great Brand?”
Does size matter? If you ask me, I’ll tell you that “better” beats “bigger.” The brand is the thing.
In the pages of the Cincinnati Business Courier some weeks back, Lee Robinson of Robinson Realtors had this to say when asked what it was like being “the small guy” in the local real estate market:
“The smart consumers get it. They realize that the largest restaurant in the world, McDonald’s, isn’t the best. A similar analogy can be drawn to our high-quality real estate firm that is small by design.”
Small By Design?
Did he say “small by design”? As marketers, we’re often caught up in the “bigger” game, as if bigger is the ideal state of being. The message heard too often is “grow or die.” We have it drummed into our heads that sales have to increase vs. last month, last quarter, last year. Share has to grow. Profits have to go up, marching ever upward, or heads will roll. Continue reading “Bigger or Better?”