In a recent post (Web Films vs Bagels) I whined that an expensive internet program Ritz-Carlton was embarking on was less likely to be effective in building their brand than serving me a fresh bagel.
Guest blogger Roger Lewis has some thoughts.
The issue for Ritz is who is authorized to make a decision about product and service that affects brand image. Specifically, who could have made the decision that Bob H. does not get a stale bagel? Is it the waiter, the chef, the food service manager? Is there a process to make sure they don't serve stale bagels? ( I doubt it.) These issues are important for all organizations but top management probably does not think about brand execution at all levels of the company. They should.
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