Don't destroy the power of your brand names by using them on too many different products.
That was the warning delivered to the Catering Forum by Curtis Nelson, president and chief executive officer of Carlson Hospitality Worldwide.
Nelson revealed how his firm had axed its Radisson Inns hotel chain because customers were becoming confused.
The firm owned both the midmarket Radisson Inns and luxury Radisson Plaza brands in the USA. "Customers couldn't tell the difference," he claimed.
"They would have a fabulous time at a Plaza, then go to an Inn and be very disappointed. Their expectations were not being met."
He added: "I'm proud to tell you that we have fired 55 owners of our hotels in the last 18 months and turned down 65-70 contracts that previously would have probably qualified to be Radisson Inns."