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Building a Strong Brand: From Origin Story to International Expansion
The chapter explores the evolution of Get Your Guide, from its humble beginnings connecting students as tour guides to becoming a successful platform for professional tour suppliers. It delves into the decision-making process behind keeping the unconventional 'Get Your Guide' brand name and the importance of branding beyond just a name. The chapter also highlights the significance of building a brand organically before expanding internationally, emphasizing the challenges and strategies for entering the competitive US market.