In Bali for work [honest] and despite being one of the most wonderful places on earth – no one is here!
It’s weird, because the hotel is still geared up for the hundreds of tourists it used to attract, but as I walk around, I only ever meet my shadow.
It shouldn’t be like this … the people are astoundingly warm, the food is incredibly tasty, the architecture is truly breath-taking and the cost is laughably cheap … and yet, because of the actions of others, this spiritual place is on its knees.
It’s a perfect example of how a brand can be destroyed by external factors … and yet so many companies ignore this issue and continue with their myopic approach which often ends up alienating consumers rather than engaging them.
Don’t get me wrong, brands shouldn’t change what they stand for willy-nilly … God no … but it’s bloody important they continually gauge the winds of change to ensure they express themselves with relevance and resonance.
Ironically, I’m here to help Bali identify ways to boost its tourism … lets hope we find a way quickly.
[My dear friend Andy suggested, “BALI: Safer Than North Korea” … unsuprisingly, he won’t be involved any further in this project!]
