Do your hospitality associates share your brand enthusiasm? Do they understand, let alone believe, the core ‘messaging’ and marketing hype of your brand? Chances are not all of them do, or at best, they give the right answers when asked and then move on later to another competing brand only to repeat the same thing.
As the mega hospitality groups expand, absorbing more and more small players, all the while trying to convince the consumer that there actually are differences in their sub brands, how can the sales teams really believe the key words and themes being fed by corporate, so as to differentiate themselves from the mass of other players in the market?
In this business article by Ian Whitworth, he considers the challenge many sales people face when the marketing hype of the brand is disconnected from the reality of the business, and its further implications. For a great read, click here.
