Southwest pulls no punches in regards to their competitors' shallow fee accumulating policies. This is displayed by their "Fees don't Fly" campaign, which differentiates Southwest not only from a particular competitor, but from the field of competitors. Southwest certainly stands apart due to their unique policy of allowing up to two checked bags per customer. A more subtle edge in regards to the competition is gained through their insistence to not charge fees for special seat assignments, re-scheduling, or simply printing a boarding pass. By promoting their belief in "tranfarency", Southwest is creating a differential advantage in one of the customers' most valued categories-cost.
(source: http://www.usatoday.com/story/todayinthesky/2015/10/08/southwest-airlines-zings-competitors-fees-in-new-ads/73613386/ )
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