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Southwest’s Lost & Found: Expect a Poem
By: Janet Kalandranis
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Nothing Southwest does is “normal.” This is the brand that follows no rules but its own and has seen such great success doing just this. So it’s no surprise that the “Lost & Found” for Southwest is also different. The brand takes it to the next level and makes sure there is a moment of remembrance when glasses are returned and cameras are sent to their rightful owners. It might be too much, it might even be a bit ridiculous, but it’s always noticed. And isn’t that the goal of any brand — to get noticed?

Lose something on a Southwest flight and expect anything but a normal return of the lost item. Southwest isn’t really the everyday “normal” brand, and that’s just how the brand likes it. The nice thing about Southwest is that customers know to expect something different. And even when they forget, Southwest reminds its customers that they do things the Southwest way. If a customer loses something on a plane and the item is returned to its rightful owner, Southwest writes a weird little poem. It’s overdramatic, it’s unnecessary, and it’s totally and completely Southwest.

Maybe that’s the point. The brand is trying to create that consistent image of the Southwest brand. So from every facet of the brand, including planes, employees, customer service, and Lost & Found, Southwest makes it a little different to ladder up to a bigger brand plan. Because if nothing else, customers will remember that ridiculous little poem when a phone was returned and hopefully book with Southwest for their next trip.

All brands can take a lesson from Southwest. No, it’s not to be weird, quirky, and cool (but if that’s a possibility, definitely do that!). Instead, create a really unique brand image and have this infiltrate all parts of the business. This includes employees, customer service, and of course products/services. Because if there’s a way to remind the customer about the unique brand, there’s a much better chance that followers will be created and a successful brand can be born.


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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