Service-oriented companies such as hotel firms need to be in a state of constant innovation as a means to surpass their competition and to better satisfy the demands of their customers, writes marketing and communications consultant Fredic Gonzalo. "If the brand promise is to be the best hotel experience or most awesome music festival around, the core product must deliver upon the promise yet often enough, the difference will come from the little details. And as we all know, the devil is in those details, which is where a brand can truly make a difference, whether through operational excellence or added value," Gonzalo writes.

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