I have spent most of the last 15 years trying to convince others that service brands are more than marketing, communication and packaging: in short, service brands are not created by what you say about yourself, but by what you do and the way you do it.
And yet the brand marketing love-in continues and billions of dollars of marketing money gets thrown down the drain each year because marketing promises have little in common with the reality of the guest experience.
So I decided to journey into the world of hospitality marketing. If it’s as important to brand building as the majority make it out to be, it must be done really well, I mused, even if the images and words bear no relation to the real world. At least give me something compelling and distinctive to look at, even if it leaves me questioning the credibility of the claims.
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