Few subjects are more roundly debated in business school and marketing and venture capital circles than how to build a brand.
The one conclusion that everyone seems to agree on, however, is that no one’s quite nailed the formula yet. Billion-dollar unicorns continue to fail spectacularly. While other start-ups, quietly bootstrapped and patiently scaling, seemingly take over entire industries overnight.
In the hotel and restaurant space, building a successful brand is arguably harder than anywhere else.
Concepts are continuously tested and retired. The prime real estate is limited, and the math even harder to make work. Goliaths frequently dominate (think Marriott and IHG). As
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