Great brand experience starts inside the organisation. Just ask Starbucks.

Brand strategy is not only about the product or service, but it threads itself through the entire organisation. Great brands create an authentic (and positively memorable) brand experience from within the organisation, right through to the end customer. This is the result of consciously building a culture within the organisation that’s aligned to the brand promise and one that constantly reinforces it....
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Is the first mover advantage a fact or fallacy?

Common thinking is that quite often being the first mover puts you at an advantage over later entry market competitors. In theory this does hold some truth, but the reality is that simply being there first is no guarantee of initial or longer term success. There are some fundamental considerations that may determine potential success… Is the new service or product accepted by the market or does the first entrant need to create an awareness...
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