With assigned seats and premium upgrades, is Southwest Airlines about to lose what makes it Southwes

Branded is a weekly column devoted to the intersection of marketing, business, design, and culture. Southwest Airlines, a long-beloved brand in a seldom-beloved category, is navigating one of the most turbulent patches in its history—and lately, the budget-carrier innovator has been considering some truly surprising maneuvers to get back on course. In its most recent disappointing quarterly results, the company reported a loss of $230 million, worse than analysts expected. Its stock...