Banyan Tree: The brand imperative

INSEAD recently interviewed Ho Kwon Ping, founder of Banyan Tree spa hotels, regarding branding and strategy. "There are only two advantages in life which are proprietary rather than relative: technology and branding," Ping says. Truer words were never said, especially in the world of technology, start-ups and entrepreneurial companies. In an increasingly global marketplace where products can be replicated easily, inexpensively and quickly, you must create something for your customers to be drawn to. The ultimate question - do you know enough about your market to "own your customer?"

Thanks go out to my friend and advisor,
Timothy Heath
who sent me this piece.

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