Management consulting has come up with some mistakes brand managers make and how the same may be avoided. The vampire effect speaks about how a product may in the drive towards business innovation create something unique yet irrelevant. One must never try to please the entire market. One must under-promise and over-deliver, not the other way round. Just because something is new, does not mean it will enhance brand reputation. The consumer may have good first impressions, but unless the product actually adds value, the same will be dumped by the market on closer introspection. The brand positioning must be authentic and not pseudo with false advertising. Overall, the brand must never be pulled purely by the forces of advertising alone ascorporate strategy needs to consider a more holistic view.

Marketing research has identified ten brands which are doing exceptionally well in social media which ultimately leads to high digital marketing performance. Denny’s is embracing the weird. For exceptional content, best known brand is Oreo. The brand which understands its target audience the best is Netflix. Pampers on the other hand, nurtures its focus market. Charmin is a brand working in a relatively low profile yet necessary segment yet is doing best within the limitations. Customer cravings are satisfied by Grub-Hub. Meanwhile the Royal Dutch Airlines is known best as an organization that really cares for its customers. GoPro has democratized the world by empowering its users. Always is majorly taking a stance. The evergreen Dove brand is now inspiring people the world over.

At times in any firm, team morale may go down. That is when leaders need to step in and business research has provided with a few steps which can win back team morale. The firm’s corporate strategymust be universally understood across the organization in simple language. Employee of the firm must believe in the product, only then will they be able to sell the same. The focus of all employees must be towards a common good and everyone must be made to chip in with their roles.

The tourism industry is one the cusp on change in which certain newer concepts are emerging while older ones are getting refurbished. Authentic local food has increased in acceptability while robots are increasingly being used in tourism operations. Newer destinations are emerging such as Okinawa which is branding itself as the ‘Hawaii of Japan’. In this process several new tourism jobs are emerging in Okinawa. Websites such as bookalokal.com and eatwith.com are providing us authentic local cuisine and culture but using technology to connect the right people.

A successful CTO has provided us business consulting on ways in which startups must approach work. He feels that while realistic targets are important, one must have a sense of romance and vision beyond banal realities. In case the top management does not have all the information, one mustn’t panic. Risks need to be taken and that implies certain failed attempts which must not be seen as failures but as sort ofmanagement training. Whenever crisis is visible, the leaders must take the plunge before the rest of the team in a startup. Even after the organization starts growing, the origins must be preserved.

Ireland’s heritage spots are getting reinvigorated by tourism with many travelers wanting to visit and even stay at offbeat locales such as castles, forts and cottages tucked away in rural areas. Most of these are operated by the Irish Landmark Trust which has taken care to conserve these historical / heritage spots. Most of this form of tourism can be categorized on the higher end of the economic scale, yet, they are bringing benefits percolating downwards in society through the generation of numerous travel jobs.

Shopping or the more organized concept of ‘retail therapy’ is proving to be one the biggest money earners for the U.K. Millions of foreign travelers are visiting U.K. every year with the express purpose of shopping. As per market research conducted, an average tourist who has arrived with tourism as one of the driving forces, ends up spending more than four times one who hasn’t acknowledged the role. Women in particular are more likely to be seeking retail therapy in the U.K. Tourists from the Gulf region including countries such as U.A.E., Kuwait, Qatar, Bahrain, Oman and Saudi Arabia are most likely to spend on tourism with average spends exceeding a whopping £2000 per visit.