Like most of you, I travel through one too many airports. At some point they start to feel like the same place.
Nothing really stands out, but a few months ago I noticed one of Southwest Airlines’ new marketing communications materials. The headline read, “Without a heart, it’s just a machine.” The brand refresh had been the first for Southwest in 14 years. The goal was to remind customers and employees alike that people are at the heart of everything the airline does. Good stuff. I think it really speaks to the Southwest brand and how big a role their employees play in delivering the experience they’ve promised. I noted the similarities to a casino. Without a brand promise and our employees, it’s just a box of slots and table games. And, as we think about the popular topic of attracting Millennials and new customers in general, you have to ask “is a box of slots enough?”