Does your brand embrace change?

People-to-People marketing changes the approach to customer relationships.

When working with companies serving the aviation industry that are transitioning to people-to-people marketing, I stress that marketing content should be centered around two things:  1) solving customer problems, and 2) the journey through the purchasing process – because these are the two main elements of creating brand preference. Yet many times after this suggestion is made there is resistance to change and a tendency to circle back and do things the way they are most comfortable with. This usually takes the form of reskinning their current website with the latest product iteration.

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