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Patrick Mayock


These Are the Factors that Contribute to the Success of Soft Brands

A flurry of entrants to the hotel market’s soft brand space in recent years has raised questions as to its enduring viability. Is this shift in the brand landscape warranted? And how does performance...

Soft Brands Reap Benefits from Distribution Chains

Hendersonville, Tenn., has launched a singular promise in recent years: Retain the flexibility of independence, get the backing of a major brand. This approach has been fueling the swell of so-called “soft brands” launched...