What’s In a Name? A Brand Opportunity
The Best Names Build Awareness, Aid Recall and Create Brand Equity
Ever meet someone and forget their name two minutes after they’ve introduced themself? This happens all the time.
Why Hotel Guests Are Your Most Important Marketing Channel
Make the Experience Worth Talking About
Have you ever walked through a noisy city and a beating drum or lively music captures your attention? You stop for a moment to enjoy a street performance and you end up sharing thi...
Investing CapEx in the Hotel Experience Pays Off
Elevate What Makes Your Hotel Special to Guests
Each year, hotel owners invest capital expenditure funds to maintain and improve their properties — but are those dollars also elevating brand experiences?
Make a Difference With Service
Many Hotel Features Can Be Copied, but a Real Human Connection Is Harder To Imitate
As you walk into an Apple store, you are greeted by a friendly team member ready to log you into the queue with their iPad. When checking out at Trader Joe’s, a bell rings signalin...
Flipping the Script on New Hotel Construction and Renovations
Significant Investments Create More Impact When They Start With a Big Idea
Does an author write a book without a plot? Would a sports team win a championship without all the players aligned? Would a pilot fly a plane without knowing the destination?
Rediscovering Your Brand Story After the Crisis
Think About How Guest Needs Have Changed
COVID-19 has been the story for the past year. The pandemic has gravely affected the hospitality industry. Hotels did their best to weather the storm, quickly putting into place di...
Do Your Customers Know You Care About Them?
Hotels must do more to build relationships with and engage customers to differentiate and emerge stronger in this new era.
We all know these are really tough times for the hospitality business.
The Power of Operations in Building a Strong Brand
Your brand’s success is dependent upon consistently delivering on the promise you make to customers.
When people hear the word “brand,” they often think of a logo, a tagline or an advertising campaign. While a great logo or campaign can be eye-catching or intriguing—maybe even eno...
Positioning to Win With a Powerful Brand Story
A unique and compelling brand story creates alignment within your organization. When your brand story is fully embraced, both customers and employees become more engaged with, and more loyal to, your brand.
Trader Joe’s isn’t a grocery store—it is a place to set sail on an adventure.
Positioning: Bringing Brand Equity to the Bank
Positioning defines the unique value your brand delivers to customers—and every business decision can contribute to or take away from your brand’s equity. A “brand equity bank account” can help fortify your brand and lead to business growth.
The proliferation of hotel brands and the boom in hotel development have made a clearly defined market position more important than ever. Your positioning defines the value your br...