Building Brand LUV in Age of Performance
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Discover how Southwest Airlines and GSD&M balance innovation with authentic brand connections, leveraging loyalty programs and performance marketing to meet evolving consumer demands.
During this year’s Advertising Week in NYC, marketing heavyweights from Southwest Airlines, GSD&M, and Suzy gathered for a thought-provoking panel at the Brand Innovators Marketing Leadership Summit, hosted by Amazon Web Services (AWS). The conversation, led by Suzy's EVP of Marketing & Communications Melissa Dunn, provided a look into how Southwest Airlines is navigating the evolving intersection of brand building and performance marketing. Jennifer Bridie, VP of Marketing at Southwest Airlines, and Kate Rush Sheehy, SVP of Strategy + Insights at GSD&M, shared invaluable insights on how they work together to adapt to changing consumer behavior while maintaining brand integrity and driving growth for the legacy brand.
Here are the key takeaways from the discussion:
1. The Delicate Dance Between Brand and Performance Marketing
Kate emphasized that performance marketing and brand marketing are not opposites; rather, they complement each other. She pointed out that performance marketing, typically aimed at immediate conversion, doesn’t have to come at the expense of long-term brand equity. Whether it’s a retargeting ad or a full-blown campaign, everything should build toward keeping the brand top of mind. This seamless blend of performance and brand marketing can not only drive clicks but also foster deeper consumer loyalty.
2. Southwest Airlines: Loyalty as a Cornerstone of Brand Love
Jennifer, with her extensive tenure at Southwest Airlines, highlighted the airline’s unique position in the market. Southwest’s legendary loyalty program, Rapid Rewards, is nearing 100 million members, and it serves as a powerful tool for retaining customers even as the airline industry faces post-pandemic challenges. Jennifer emphasized that the key to maintaining loyalty lies in staying true to the brand’s customer-centric values while innovating thoughtfully without losing Southwest’s authentic charm.
3. Employee Experience Drives Customer Experience
Both Jennifer and Kate underscored the importance of frontline employees in delivering on the brand’s promise. For Southwest, the airline’s employees are critical to providing the unrivaled hospitality that sets it apart from competitors. Their focus on authentic customer interactions is what transforms ordinary transactions into memorable brand experiences, ensuring that consumers remain loyal over time. This people-first approach was highlighted as a core element of Southwest’s success.
4. Incrementality Is the Gold Standard for Success
For Southwest, success is not just about getting consumers to shop around or browse flights—it's about putting "butts in seats." Jennifer explained that any marketing initiative must demonstrate incrementality, meaning that campaigns should generate sales that wouldn’t have happened otherwise. This approach helps Southwest avoid spending resources on consumers who would have purchased a ticket without additional prompting.
5. Navigating Post-Pandemic Market Shifts
The panelists touched on how the pandemic reshaped marketing for the travel industry. Jennifer shared that Southwest has had to adapt to the decline in business travel by leaning more heavily into leisure travel. At the same time, it’s focusing on attracting new customers while keeping its longstanding loyal travelers engaged. The shift toward direct distribution and partnerships through metasearch engines allows Southwest to maintain control over the customer experience while minimizing costs.
6. Innovation with Purpose: Staying True to the Brand
Southwest Airlines is known for being a brand that stays true to its values. However, that doesn’t mean the airline is afraid of innovation. Jennifer revealed that Southwest is preparing to introduce assigned seating, extra legroom options, and expanded vacation offerings. The key to this evolution is ensuring that any new service or feature aligns with the brand’s overarching mission of simplicity, transparency, and customer care. Kate echoed this sentiment, emphasizing that successful brands should innovate, but they must do so in ways that resonate with their core values and consumers.
Whether you’re navigating loyalty programs or testing new service offerings, the strategies shared by Jennifer and Kate are a blueprint for success in today’s fast-evolving marketing landscape.
Don’t miss out on the chance to learn from these marketing leaders. Watch the full recording of the Brand Innovators Marketing Leadership Summit to dive deeper into these strategies and gain practical tips for your brand’s success. Watch the Full Session.
