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Why That Worked #18: Southwest—The Genius of ‘Bags Fly Free’ and What Happened When It Changed

Marketing Made Simple

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Strategic Communication in Crisis

This chapter explores how a major airline navigates service policy changes, focusing on the role of transparent communication to manage customer reactions. It highlights the importance of clarity in messaging and introduces storybranding techniques, including the tool storybrand.ai, to enhance customer understanding and trust.

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