What is the difference between your wellness offering’s “brand” and its “concept”, and does it matter?
I’ve been observing many of us wellness leaders when it comes to creating the concept for their wellness offering.
And what I’ve noticed, particularly in those hotels which are part of established chains with clear guidelines and brand standards, is that many wellness leaders confuse the terms “brand” and “concept”.
They seem to use these terms interchangeably, and today, what I’d like to clarify is that, although these terms are related, they are not synonymous of another.
