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Connect to Success M.B.A. Contributing Scholars Video Series
Contributing scholars share their insights in courses via recorded lectures.
Daryl Travis: The Brand is the Story
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Daryl Travis, builder of some of the world’s best-known brands. CEO of Brandtrust. Author of Emotional Branding, and contributing scholar of Walden University’s School of Management.
Travis: “One of the key ingredients to creating a good brand is that it is telling the story of the brand. And that's because humans learn in story. I love Southwest Airlines because I think they're in the most difficult business in the world. Think about it; think of all the people who failed in that business. … For 28, 30 quarters, quarter over quarter, they are successful.
“… Everything is about low cost, providing transportation in a different way, thinking about their brand in a completely different way. It's a great example of differentiation.
“… They create a culture that creates a brand that creates an experience for the customer.
“… After 9/11, when all the airlines were in trouble … the most phenomenal thing ever, that I know of ever in brand history, happened at Southwest Airlines.
“… They began to get notes from the customers. And in those notes, in that mail, would be checks. And they would say, in the notes, ‘Just in case you need this.’ Can you imagine that? Can you imagine the power of that brand? That's when a brand becomes something that's irrational. That's when a brand creates a competitive advantage that no competitor can ever approach.”
