Something happened in 2004 that changed the world forever.
The launch of Facebook (and YouTube a year later) meant that people were able to connect and share stories with other people, around the world, 24/7.
As a result the way business was done changed, as it moved away from being about transactions to being about building relationships first.
Emirate Airlines were quick to spot this global shift towards connection and changed their messaging from ‘taking people from A to B’ to ‘connecting people around the world’.
If building a relationship with your customer is important to you, tell your story. Sharing who you are and why you care creates real connection with those it resonates with.