Southwest Sacrifices 'Bags Fly Free' Promise

What happens when a beloved brand breaks its own rules? Southwest made “Bags Fly Free” a loyalty pillar. Now it’s walking it back in favor of new fees and short-term revenue wins. Our latest feature in Adweek raises bigger questions: How much change can a brand make before it starts to lose trust? And what does that mean for long-term growth? Discover how strategy shifts can impact brand loyalty.