Sandra Howard at the 2010 ANA Brand Innovation Conference

May 19, 2010

Executive Summary

Sandra Howard, director of advertising, Southwest Airlines Co., discussed the strategy behind the airline's "bags fly free" messaging. The purpose and mission of Southwest Airlines is rooted in the idea of "freedom." They pride themselves on liberating the skies and providing equal access to all customers. In order to evolve the idea of Southwest, they had to look at how the notion of freedom had evolved and use that knowledge to build an emotional layer on top of the functional aspects of their brand.

Speaker: Sandra Howard, director of advertising, Southwest Airlines Co.

View video below to find out more.