Bags Fly Free
Anne Murray, Director of Integrated Marketing at Southwest Airlines, explains how their "Bags Fly Free" mantra is an example of innovation through risk, patience and gut instinct. She says that it's a marketer's responsibility to move a brand forward—and doing so always has a risk. Through this program, they took an initial risk discontinuing charges for luggage, which, in the end, gained them much more in customers and overall loyalty.
“You really have to commit to the strategy and be willing to see it through to the end.“
- Anne Murray
- Published June 2010