12 June 2003

The Challenge of Managing Multiple Locations

For marketers in banking, retail, fast food, and other industries, it's an awful lot like managing multiple brands

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Companies that rapidly open new locations may impress investors with their sales growth. But unless those locations deliver on the company's brand promise, they won't wow customers.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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