Russell Parsons: Loyalty requires an impeccable experience year after year

History is a powerful thing for brands. For those reaching for distinction, heritage and provenance can create stand-out in commoditised markets. For many, however, the past is not a friend. Ryanair is one of those that is hampered by its history. The carrier’s move in 2014 to be a warmer, friendlier proposition – as opposed to the operationally supreme but unloved upstart it had been – has shifted brand perception but it hasn’t wiped all memories of its past.
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