Following trends can cause a business to lose its brand identity and may create products or services that would be inconsistent with company values and culture, according to Bryan Meehan, executive chair at global brand Blue Bottle Coffee. “At Blue Bottle Coffee, we are less about trends and more about the core values of the company and what we believe in and sticking to that,” Meehan said at the recent Hong Kong Marketing Pulse event. Chasing trends may be the simplest and most direct way t
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