I believe Hotel Chocolate is a good example of the success that ensues when a brand is fully understood and executed by the wider business. Decisions become quicker, innovation bolder and the brand more authentically applied. Interesting when compared to the Thorntons business model and their over stretched luxury approach. Interesting article from Darren Williams, Head of Retail at Hotel Chocolat, who clearly understands the importance of quality, innovation and brand in fuelling longer term growth.
