Whitbread turns occasional experiences into lasting impressions

Describes Whitbread’s three-year Winning Brands programme covering its various service sector brands (Premier Travel Inn, TGI Friday’s, Beefeater, Costa Coffee and Marriott (no longer part of Whitbread)).

Whitbread Turns Occasional Experiences into Lasting Impressions

Paula VennellsWhitbreadJonathan TurnerOxford Strategic Marketing

Service-sector branding is a delicate art, akin to theatrical scriptwriting. Overscript, and you risk dehumanisation and audience...