What are potential obstacles companies might face when trying to connect with their customers as suggested in 'This is Marketing', and how could they overcome them?

Potential obstacles companies might face when applying the marketing strategies from "This is Marketing" could include resistance to change, lack of understanding of the target audience, and difficulty in creating a resonating story. To overcome these, companies could invest in change management strategies, conduct thorough market research to understand their audience, and work on creating a compelling narrative that aligns with their brand and resonates with their target audience.

'This is Marketing' addresses the issue of customer engagement and personalization by emphasizing the importance of understanding the customer's dreams, decisions, and actions. It suggests that effective marketing is about resonating with the customer and helping them become better versions of themselves. This approach inherently involves personalization as it requires understanding and catering to individual customer's needs and aspirations. The book also highlights the importance of creating a connection with the customer, which is a key aspect of customer engagement.