The Purpose-Driven Branding Journey: Unveiling Southwest Airlines' Success

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The Purpose-Driven Branding Journey: Unveiling Southwest Airlines' Success

AIA CES program ID: GMG.0020

Approved LUs: .25 LU|Electives

Prerequisites: None

Program level: Entry

Advance learner preparation: None

In this episode of the Build Your Brand podcast, host Jeff Echols explores the power of purpose-driven branding through the lens of Southwest Airlines. Learn how Southwest Airlines went beyond being a low-cost carrier to becoming a symbol of freedom and connection for the common man. Join Jeff as he delves into Southwest's philosophy of competing with ground transportation rather than other airlines, highlighting Herb Kelleher's practical example of purpose-driven decision-making. Discover how Southwest Airlines identified and rallied around their ideal customer, like Katie Riley, whose heartwarming story showcases the airline's impact on people's lives. Throughout the episode, Jeff emphasizes the importance of defining your ideal client and aligning your brand story with their needs and values. Drawing parallels to the Star Wars saga, he illustrates how Southwest Airlines' focus on their ideal customer set them apart from competitors and contributed to their remarkable success.

If you're ready to transform your brand and forge meaningful connections with your ideal customers, tune in and gain valuable insights that will revolutionize your approach to branding.

Learning Objectives

1. Understand the importance of having a clear purpose in business and how it can provide clarity and drive the brand story.
2. Recognize the significance of identifying and serving an ideal customer.
3. Explore the power of storytelling and character development in branding and how creating relatable characters, such as the ideal customer, can humanize a brand and make it more engaging for the audience.
4. Analyze the challenges faced by Southwest Airlines and the importance of perseverance to overcome these challenges.

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AIA CES Provider statement

Gābl Media is a registered provider of AIA-approved continuing education under Provider Number 10024977. All registered AIA CES Providers must comply with the AIA Standards for Continuing Education Programs. Any questions or concerns about this provider or this learning program may be sent to AIA CES ([e-mail] or (800) AIA 3837, Option 3).

This learning program is registered with AIA CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product.

AIA continuing education credit has been reviewed and approved by AIA CES. Learners must complete the entire learning program to receive continuing education credit. AIA continuing education Learning Units earned upon completion of this course will be reported to AIA CES for AIA members. Certificates of Completion for both AIA members and non-AIA members are available upon request.

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