The new imperative for growth
Creating brands these days can be both easy and cheap. Reaching your target audience is less of a challenge than it once was. A good hotel with a little-known brand will pop up on TripAdvisor if the customer reviews are good. But creating a winning brand is a different story. In a world where 80 percent of product searches start on Amazon or Google, even successful brands with satisfied customers are being intermediated; they have to pay to get their customers’ attention on the big platforms. Only a few brands are sufficiently front of mind — or front of phone — to be sought out directly. And that means big rewards for those that are.