Branding

Why Do Some Cities Attract Millions While Others Struggle? A Tourism Reflection

Blog (English), Branding, Public Policy, Urban Policy /

As someone who loves travelling, I often wonder why certain destinations attract more tourists than others. Why, for example, is Bali significantly more popular than Lombok? Why do Kyoto and Bangkok draw more visitors than Singapore? Today marks my final day in Hanoi, Vietnam, and throughout my travels, I’ve consistently compared cities from a tourism […]

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The Generalist Trap: Why Specialization Matters for New Businesses

Blog (English), Branding, Business Development, Digital Marketing /

Two weeks ago, a startup founder came to me with a puzzle: their traditional marketing was working well, but their digital presence was getting zero traction. One look at their website and social media told me everything. They’d fallen into what I call the generalist trap—one of the most common pitfalls I’ve observed while advising

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