Kuoni’s marketing director, Dean Harvey said a “branding revolution” is coming, resulting in consumers seeking out the advice of travel experts during an interactive session on branding at the 2019 Advantage Conference in Cadiz.
Harvey said: “The vast amount of information available to customers online is causing them to be confused. They don’t know who to trust, so I think there is a branding revolution coming.
“We are going out of our way to seek the opinion of experts in the industry we are in and within the brands we represent.”
Harvey’s session also explored the value and role of branding within small businesses.
He said: “Branding is far more than just the logo or advertising. It is about the impression you want to create for your customers.
“It impresses recognition, it creates trust and credibility and people are more likely to purchase from businesses that look polished.
“Consumers are savvy and expect high standards in retail environments. Messy retail environments give you a reflection of the brand and not a positive one. Neat and tidy shops please.
“The internet has created a two-way dialogue between consumers and brands, there ‘s no place now for brands to hide.”
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