CHAPTER 8Brand Stewardship

With great opportunity comes great responsibility. Brand management in this day and age also comes with great accountability.

Ask the question “Who owns the brand?” and you’ll get a wide variety of spirited responses. We asked our vice president of marketing Donna Smith the question, and she responded with, “The consumer owns the brand in the sense that the ‘brand’ is a perception of the product and the associated experience that exists in the customers’ minds. Everything we do, from the design of the store to the uniforms to each interaction that they have had with a Tasti team member, has an impact on the ...

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