Can Loyalty Survive Short Term Moves?

In its latest ad, Southwest introduces assigned seating with a high-energy, celebratory tone. The delivery is lively, but not everyone agrees with the message. Why the mixed reaction?

Removing popular perks, like free checked bags, risks alienating loyal customers

Message misalignment: An upbeat tone may not resonate when key benefits are removed

Tone matters: even a well-crafted ad can fall flat if it doesn’t connect with customers on an emotional level

As Sooth CEO Ian Baer points out, taking away popular perks is a significant change that can impact customer loyalty.