Sometimes I think marketing is a pretty easy business. Do right by your customers and they’ll do right by you – follow the Golden Rule.
One company that makes a hard business look easy and that rocks my marketing world is Southwest Airlines. Since 1999, Southwest’s domestic market share has increased by 48%, while the five network carriers have seen their combined passenger base shrink 20%. This year, Southwest will fly about 28 million more people than it did in 1999, while its rivals will fly a total of 62 million fewer passengers!