You're listening to the Why That Work podcast presented by storybrand.a.I.

If you've ever wondered why certain brands, trends, or cultural phenomena find success while others don't,

you're in the right place. Every week we unpack why something worked, then give you actionable insights that you can use in your own life.

Now let's dive in with your hosts, Donald

Miller and Kyle Reed. Don, did you know that you cannot have your bags travel for free anymore

on Southwest? Have you heard about this announcement? Yeah, I've heard a little bit about it. So back,

I mean, this is like recent back in March, they came out and the very thing they're known for,

their tagline

bags fly free one of their taglines what a what a great marketing message they're going back on

that now and it is causing a quite a conversation on the internet first of all let's acknowledge

something southwest probably has in in terms of airlines and maybe even large

corporations, the best messaging history. The way that they positioned, the differentiated

themselves from everybody charging for bags, what don't you like about bags? Why don't they

like bags? What's wrong with bags? Yeah.

Absolutely brilliant and memorable and playful and fun.

Absolutely incredible company in terms of getting a message out there and distilling it into soundbites, repeating those sound bites.

So this is an anomaly for them. And we'll get

into why it didn't work on the Why That Works podcast. We get into why it didn't work.

Let me just open up by saying I think it's a good time to buy stock in Southwest Airlines

potentially. But right. Yeah. You know, when you build your brand on discount prices and not

charging people for bags, it's a real challenge to kind of go back on that. And there's a way

to handle it. And I do think they didn't handle it perfectly, and there's still plenty of time.

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