A brand exists through the values it reflects. These can be outlined in a brand character statement (BCS) to provide guidance to the brand’s speech. This article discusses the application of a tool from psychiatry for the development of a BCS. In addition, we present steps for implementing and...

Tourism to distant countries is booming, as many statistics confirm. And the forecasts indicate that long‐haul tourism, with its advantages and disadvantages for travellers and host populations, for the economy and nature, is set to increase still further. The positive and negative impacts on...

The successful businesses of the future are being created today by individuals and teams in tune with fast‐moving technologies, new markets and changing lifestyles. New disciplines have sprung up, new professions are born and new skills are in demand. There is a need to blend the new skills...