At the very beginning of my career, when I opened my business in Italy, I was also a ranked tennis player. I had won many tournaments. To be an athlete was my first choice. Second choice: designer. However! There was more money in being a designer at that time.
Think Indonesia and tourism, and the first thing that comes to mind is probably Bali. Think golf holiday, and most people would dream of Scotland or Ireland. But Indonesia harbors one of the best-kept secrets in the world of travel: it is a golfer's paradise.
Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.
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