Untitled - Hospitality Maldives

Create and Commit to
a Brand
World View
Marketing has a central and powerful role to
play in guiding a business to success. Beyond
the creation and execution of brand communication,
it holds the responsibility to be a
brand evangelist, offering a brand world view
that serves as context to all that a company
does. In looking at the way the great companies
hold their brand, I suggest embracing
these principles to help you on your journey
to preeminence.
• Determine a single brand personality
and ‘blow it out’ across all channels and
audiences
• Move from a discount based to an experience
based brand
The crux of ‘Be Who You Are’, this principle
states that whatever your brand personality
is, you must ensure it appears or informs
everything you do, from advertising to operations
to how you pay your bills. No detail
is too small to be filtered through the brand
prism. Consumers today are both inured to
and overwhelmed by marketing messages.
The only way to penetrate that wall, and that
assumes you have crafted a brand personality
with your guest’s help, is to communicate
with ‘20-20’ precision. Every element that
falls outside the brand circle, every feature
that runs counter to who you really are,
makes that vision fuzzier and fuzzier. And no
guest will ever ‘get it’ if you aren’t in focus.
Move from a discount based to an experience
based brand
Many brands are lured into the addiction
of discounting because of a lack of brand
oxygen. Smart people succumb because of
short term necessities. I know I have. Nonetheless,
and make no mistake, a discounted
brand is a brand on its deathbed. CREST data
supports the sorry fate of the discount committed
brand; less perceived value than others
in the category and brand degradation,
to boot.
• Commit to a marketing world view focused
on developing personal relationships
to achieve company goals, rather
than anonymous transactions
There are others, of course, but these three
are the foundation of remarkable branding-
Determine a single brand personality and
‘blow it out’ across all channels and audiences
Commit to creating an experience for the
guest that is infused with the spirit and
vitality of your brand. Elevate each block
of the guest visit to ‘5’ sensory heaven.