Soutwest Airlines is an example of a brand that understands their audience.
First, they know their challenges and make it a priority to take those challenges away and make flying as easy as possible.
Then, they make the relationship about more than just a transaction.
Yes, Southwest solve a problem for their customers; yes their customers pay for that privilege but that’s not what drives brand intimacy.
Southwest customers feel affection towards the brand because they make their lives easier and they make human connections as they do it.
That is what every brand must strive for.
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