Brand Building tougher than ever

This article highlights the challenge that brands face in building up their brand value in today’s age, featured by 4Hoteliers. (June 28th, 2009).
Please click here for the online article.
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In this age of the consumer, how do companies balance the courage of their own convictions with the wisdom of the crowd? Yeoh Siew Hoon stresses that it is harder than ever to build a brand these days.

Morris highlights that brand storytelling has become increasingly fragmented with the increasing number of new distribution channels, which make it harder for brands to effectively communicate all its messages. He also argues that there is a divide between what some hotels aspire to be and what its customers in reality are saying about them, which is often overlooked in the brand building process.

Yeoh Siew Hoon is an editor and commentator for 4Hoteliers.com, and writes a regular column on news, trends and issues in the hospitality industry. 4Hoteliers is a leading hotel and travel news portal for the travel industry, and serves an international audience of executives and other professionals.