To understand how to create a marketing plan that works, then, we have to understand how relationships work. All relationships move through three stages (see Figure 6.1). FIGURE 6.1 When people first meet us, they are either curious to know more about us or they are not. The same is true with brands and with products. People either want to know more or they don’t. And, sometimes, it takes a few times of seeing your brand before people are willing to engage.
