The New Perspective of Branding in Hospitality

with David SetiawanBrand Specialist CREAinc

one day executive workshop

dwdove dwdove_83 dwdove.com dwdove

01 brand: introductionHow well you know about brand?

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What is a BRAND?

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Brand is a LOGO?

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What does Brand stands for?

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FACT : Our Market is Cluttered

TODAY the REAL COMPETITIONDOESN’T COME FROM COMPANY

IT COMES from CLUTTER

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MARKET CLUTTERcomes in FIVE forms

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MARKET CLUTTERcomes in FIVE forms

Product CLUTTER

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MARKET CLUTTERcomes in FIVE forms

Product CLUTTERFeature CLUTTER

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MARKET CLUTTERcomes in FIVE forms

Product CLUTTERFeature CLUTTERAdvertising CLUTTER

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MARKET CLUTTERcomes in FIVE forms

Product CLUTTERFeature CLUTTERAdvertising CLUTTERMessage CLUTTER

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MARKET CLUTTERcomes in FIVE forms

Product CLUTTERFeature CLUTTERAdvertising CLUTTERMessage CLUTTERMedia CLUTTER

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A WEALTH OF INFORMATIONCREATES A POVERTY OF ATTENTION

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OUR BRAINS ACT AS A FILTERTO PROTECT US FROM TOO MUCH INFORMATION

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WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.

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How can you see the different within the Clutter?

some will say ADVERTISING

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Traditional ADVERTISING is DEAD

WHY?1. People don’t trust Advertisers

2. People don’t like intrusive, one-way conversations

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What will replace ADVERTISING?

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BRANDING

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1. People have too many choices and too little time

2. Most offerings have similar quality and features

3. We tend to base our buying choices on trust

WHY IS BRANDING SO HOT ?

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The main purpose of BRANDING is toget MORE PEOPLE to buy MORE STUFFfor MORE YEARS at a HIGHER PRICE.

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So what is a BRAND exactly?Not a LOGONot a CORPORATE IDENTITYNot a PRODUCT

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A BRAND IS A PERSON’S GUT FEELING ABOUTA PRODUCT, SERVICE, OR ORGANIZATION.

THIS IS IT !!!

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IT’S A GUT FEELING BECAUSE PEOPLE ARE EMOTIONAL, INTUITIVE BEINGS.

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IT’S A PERSON’S GUT FEELING BECAUSE BRANDS ARE DEFINED BY INDIVIDUALS,NOT COMPANIES, MARKETS OR THE PUBLICS.

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in other words...

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IT’S NOT WHAT YOU SAY IT IS.

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IT’S WHAT THEY SAY IT IS.

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THIS IS IT !!!

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Corporate Culture

Communication

Core Values

BRAND

02 market trendsHow you understand the market nowadays

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1

More flexible and responsive brands

2

Brands able to understand the complexity of their customer’s personality

3

Brands with strong emotional value,a design-oriented experience

4

6

Consumers are worried about their health and well-being

...and more aware of socially andenvironmental concerns

5

Demanding consumers became experts..

6 major trends in the world today...

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1

More flexible and responsive brands

2

Brands able to understand the complexity of their customer’s personality

3

Brands with strong emotional value,a design-oriented experience

4

6

Consumers are worried about their health and well-being

...and more aware of socially andenvironmental concerns

5

Demanding consumers became experts..

6 major trends in the world today...

workshop

1

More flexible and responsive brands

2

Brands able to understand the complexity of their customer’s personality3

Brands with strong emotional value,a design-oriented experience

4

6

Consumers are worried about their health and well-being

...and more aware of socially andenvironmental concerns

5

Demanding consumers became experts..

6 major trends in the world today...

workshop

1

More flexible and responsive brands

2

Brands able to understand the complexity of their customer’s personality

3

Brands with strong emotional value,a design-oriented experience

4

6

Consumers are worried about their health and well-being

...and more aware of socially andenvironmental concerns

5

Demanding consumers became experts..

6 major trends in the world today...

workshop

1

More flexible and responsive brands

2

Brands able to understand the complexity of their customer’s personality

3

Brands with strong emotional value,a design-oriented experience

4

6

Consumers are worried about their health and well-being

...and more aware of socially andenvironmental concerns

5

Demanding consumers became experts..

6 major trends in the world today...

workshop

1

More flexible and responsive brands

2

Brands able to understand the complexity of their customer’s personality

3

Brands with strong emotional value,a design-oriented experience

4

6

Consumers are worried about their health and well-being

...and more aware of socially andenvironmental concerns

5

Demanding consumers became experts..

6 major trends in the world today...

workshop

1

More flexible and responsive brands

2

Brands able to understand the complexity of their customer’s personality

3

Brands with strong emotional value,a design-oriented experience

46

Consumers are worried about their health and well-being

5

Demanding consumers became experts..

6 major trends in the world today...

...and more aware of socially andenvironmental concerns

workshop

1

More flexible and responsive brands

2

Brands able to understand the complexity of their customer’s personality

3

Brands with strong emotional value,a design-oriented experience

4

6

Consumers are worried about their health and well-being

...and more aware of socially andenvironmental concerns

5

Demanding consumers became experts..

6 major trends in the world today...

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THE REBRANDING LESSON OF IBIS HOTELS

Put Your Head On My Pillow

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Before After

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Before After

oldnot too simplenot too clear

youngsimpleclear

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modern

well-being(comfort)

simplicity

DNA of the new ibis brands:

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The Application...

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The New Perspective of Branding in Hospitality

with David SetiawanBrand Specialist CREAinc

one day executive workshop

dwdove dwdove_83 dwdove.com dwdove