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By Dick Maggiore and Mark Vandegrift

Tagged with: Southwest Airlines

Effective Strategy Southwest Airlines Value Proposition

The Southwest Airlines value proposition is a great example of aligning business strategy with the brand positioning idea. Southwest founder and CEO Herb Kelleher knew in his head and his heart that his airline could own the position of “low price” in his category...

Southwest Airlines Aligning Business Strategy to Brand Positioning

Anyone who has been lost at Chicago’s O’Hare International Airport knows the secret to effective marketing. First, determine where you are. Next, figure out where you want to be.