Failing Is Key To Succeeding (Plus, News-Jacking and Building Brand Authenticity)
Marketing Against The Grain
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The Paradox of Low-Cost Branding and the Value of Failure
This chapter explores the principles of marketing through the lens of brand identity, using a low-cost airline as a case study. It highlights the paradox of consumer loyalty in the face of negative experiences and emphasizes the importance of learning from failures to achieve future success.
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