For the love of the game
Love, that has always been Southwest’s mantra. However here on Brandable, we pointed out that Southwest was really moving away from that love. This through a move to compete with the big air carriers in larger markets, increasing prices but still advertising themselves as a cost leader (which they no longer hold).
Did Southwest read Brandable? 4 months later, time for a rebrand!
So much like American, Southwest Airlines changed the livery. However as you flip through that website it is stated over and over “new look but same airline.” Wait…just like Jackie said in our other article:
So yes, flashy new websites, brand new paint job and new fonts are great. However, what happened to the mixed message that we brought up before? A quote from their website on the rebrand was because they are becoming an international airline. Ok, I agree when you are making that move a marketing blitz works. However, differentiator? JetBlue offers much more than you do and is operating internationally and lower cost. Big problem!
So what could Southwest have done differently? Well there is that little Apple presentation yesterday regarding Apple Pay. They could have been featured with their application. Small move but free advertisement, McDonald’s for example was mentioned a great deal over social for being part of Apple Pay.
New. That is part of the game. Love for your customers, what can make the experience better. Website redesign is good, but a complete overhaul like Virgin America did recently to their site is a combination of a brand site and Hipmunk.
Southwest is resting on their laurels that service is a differentiator. It is but when amenities are down and costs are up for flying with you, people are going to demand more amenities which equal better service. Example: Porter Airlines has lounges with free food, drinks and just a great place to relax. Now if Southwest made that small move, that wouldn’t be a gimmick it would show they truly love their customers.
Maybe that paint wasn’t such a good idea after all…