Brand Overview | Project for Masters Degree

This is a brand overview of branded boutique hotels for the Brand Development class in the Media Design Masters of Fine Arts degree. This is for educational purposes only.

Transcript

1. BRAND BRENT CLEMENS MAY 15, 2015 3.2.2 OVERVIEW
2. 2 PROJECT The only retail-inspired boutique hotel that is flexible enough to change design elements in rooms and public areas throughout the year. They cater to world travelers who are looking for a mid-market priced hotel with high-end decor and thoughtful branding. FLEXIBILITY Hotel Indigo shows their flexibility by changing design elements on a seasonal basis. SUSTAINABILITY Many of the Hotel Indigo’s are LEED certified. MEANING Hotel Indigo’s are designed to captivate guests with the unexpected via sensory clues.
3. 3 PROJECT COHERENCE Although each Hotel Indigo is unique, it still carries the qualities of the parent brand, IHG. COMMITMENT Hotel Indigo worked with the pixelate8 design agency to refresh their brand and create brand guidelines and an online portal so that staff all over the world could use approved resources to make custom marketing materials. VALUE Hotel Indigo offers their guests thoughtfully branded common areas and rooms that are normally associated with higher-prices hotels.
4. PROJECT
5. Innovation requires brands to be flexible. (Wheeler, 2012) PROJECT ”
6. 6 The only boutique hotel that practices sustainability by giving guests good choices in healthy foods, relaxing atmospheres, and neighborhood amenities. SUSTAINABILITY Canopy Hotels offer their guests healthy and positive choices including bikes freely available for guest use. MEANING It’s all about creating a positive stay for the guest with their “positively yours” culture. COHERENCE Guests can continue to use their HHonors loyalty program at all Canopy properties. COMMITMENT Hilton has track record with building successful brands. VALUE Canopy hotels offer free Wifi, breakfast, local welcome gift, and an evening tasting of local beer, wine, and spirits. AUTHENTICITY Guests have more choice and control than ever with extras like a mobile straight-to-room arrival.
8. With a "positively yours" service culture, hotel "Enthusiasts" will deliver a one-stop approach to front-of-house service. (Say Hello to Canopy by Hilton, 2014) ”
9. 9 The only lifestyle hotel brand that has the vision to think outside of the box with their marketing by creating a book featuring celebrities, producing a television show, and offering free daily events to guests and locals. VISION Renaissance has found some new ways to reach customers through print, TV, and events. MEANING Renaissance encourages their guests to live life to discover so their trip will transform into a journey. COHERENCE Renaissance guests can use the Marriott Rewards program at all locations. COMMITMENT The RNavigator collection of employees are people knowledgeable about their local communities. VALUE Renaissance offers free events at their hotels throughout the day including yoga, wine tasting, and live music. AUTHENTICITY Renaissance hosts an annual Global Day of Discovery featuring unique experiences authentic to each location.
11. Big ideas...are sustained by organizations who have the ability to imagine what others cannot see... (Wheeler, 2012) ”
12. 12 Hyatt hotels is the only boutique hotel brand that has the authentic flavor of each location. Each hotel has its own branding as well as style and decor influenced by local artisans, materials, and traditions. MEANING You’re more than welcome— this is the Hyatt Corporation mantra that is carried through all brands. COHERENCE Although each Hyatt hotel is unique in its style and branding, some elements are carried through all of the hotels. COMMITMENT Hyatt provides a clear set of experience guidelines for each of their brands. VALUE Each property provides guests with a curated guide and digital concierge. AUTHENTICITY Where Hyatt hotels differentiates themselves is through their unique branding at each property. FLEXIBILITY Each Hyatt has a logo and iconography that can be customized to highlight the the uniqueness of each location.
14. Brand expression must be appropriate to the organization’s unique mission, history, culture, values, and personality. (Wheeler, 2012) ”
15. References Wheeler, A. (2012). Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition. Hoboken, NJ: John Wiley & Sons, Inc. Oates, G. (2014, October 20). Can Hilton's New Canopy Brand Help Redefine Lifestyle Hotels? Retrieved May 13, 2015, from http://skift.com/2014/10/20/can- hiltons-new-canopy-brand-help-redefine-lifestyle-hotels/ Hospitality Net - The Branding Story Behind IHG's Hotel Indigo. (2004, November 30). Retrieved May 13, 2015, from http://www.hospitalitynet.org/ news/4021425.html Schaal, D., & Clampet, J. (2014, December 15). InterContinental Hotels Group to Acquire Kimpton Hotels for $430 Million. Retrieved May 13, 2015, from http:// skift.com/2014/12/15/intercontinental-hotel-group-buys-kimpton-hotels-for-430- million/ Elliott, S. (2014, October 12). Renaissance Hotels Lives Up to Its Brand Name by Sponsoring a Book. Retrieved May 13, 2015, from http://www.nytimes.com/ 2014/10/13/business/media/renaissance-hotels-lives-up-to-its-brand-name-by- sponsoring-a-book.html?_r=0 Focusing on "local" helps a big brand feel boutique – Hyatt Hotels – Work – Interbrand. (n.d.). Retrieved May 13, 2015, from http://www.interbrand.com/en/ work/51/focusing-on-“local”-helps-a-big-brand-feel-boutique Neumeier, M. (2007). ZAG: The Number-One Strategy of High-Performance Brands. Berkeley, CA: New Riders. Higley, J. (2014, October 15). Exclusive: Hilton adds Canopy lifestyle brand. Retrieved May 13, 2015, from http://www.hotelnewsnow.com/Article/14596/ Exclusive-Hilton-adds-Canopy-lifestyle-brand#sthash.zHnlEgOC.dpuf Inspirational Design Hotels | Discover Renaissance Hotels. (n.d.). Retrieved May 13, 2015, from http://renaissance-hotels.marriott.com/ Hotel Indigo. (n.d.). Retrieved May 13, 2015, from http://en.wikipedia.org/wiki/ Hotel_Indigo Hotel Indigo. (n.d.). Retrieved May 14, 2015, from http://www.ihgplc.com/ index.asp?pageid=408 OUR BRANDS. (n.d.). Retrieved May 14, 2015, from http://hhonors3.hilton.com/ en/explore/brands/index.html Brands. (n.d.). Retrieved May 14, 2015, from http://www.marriott.com/hotel- development/marriott-brands.mi HYATT - Overview of Brands. (n.d.). Retrieved May 14, 2015, from http:// www.hyatttravelagents.com/cms.cfm?nPageNo=29694 About Hotel Indigo. (n.d.). Retrieved May 15, 2015, from http:// development.ihg.com/web/development-amer/hotel-indigo Hotel Indigo brand refresh. (2012). Retrieved May 16, 2015, from http:// www.pixel8ltd.com/projects/branding-brand-implementation/hotel-indigo- brand-refresh Brady, P. (2014, October 21). What to Expect from Hilton’s New Canopy Hotel Brand. Retrieved May 16, 2015, from http://www.cntraveler.com/stories/ 2014-10-21/what-to-expect-from-hilton-s-new-canopy-hotel-brand Say Hello to Canopy by Hilton. (2014, October 15). Retrieved May 16, 2015, from http://news.hiltonworldwide.com/index.cfm/news/say-hello-to-canopy-by- hilton Renaissance Hotels Kicks Off a Summer of Discovery. (2014, June 13). Retrieved May 16, 2015, from http://www.travelpulse.com/news/hotels-and- resorts/renaissance-hotels-kicks-off-a-summer-of-discovery.html Oates, G. (2014, March 12). Renaissance Hotels' Big Push to Become a Leader in Experiential Marketing. Retrieved May 17, 2015, from http://skift.com/ 2014/03/12/renaissance-hotels-big-push-to-become-a-leader-in-experiential- marketing/ Hyatt Brand Guidelines. (n.d.). Retrieved May 17, 2015, from http:// www.hyattdevelopment.com/brands/hyatt/brand_guidelines.html Images Hotel Indigo Boston-Newton Riverside lobby. (n.d.). [Online Image]. ]Retrieved May 15, 2015. http://www.ichotelsgroup.com/hotelmedia/repository/ vfmleonardo/galleries/prod/media/medlib/imageRepo/4/0/61/657/363/ BOSNT_2898052983_4554111498_S.jpg Babin’s Bar. (n.d.). [Online Image]. Retrieved May 16, 2015 from http:// www.ichotelsgroup.com/hotelmedia/repository/vfmleonardo/galleries/prod/ media/medlib5/imageRepo/4/0/57/125/268/ MSYIN_2296631259_1926308993_S.jpg Hotel Lobby New Orleans Garden District. (n.d.). [Online image]. Retrieved May 16, 2015 from http://www.ichotelsgroup.com/hotelmedia/repository/ vfmleonardo/galleries/prod/media/medlib5/imageRepo/2/0/53/132/990/ MSYIN_1872303992_5904601910_S.jpg Front Desk New Orleans Garden District. (n.d.). [Online image]. Retrieved May 16, 2015 from http://www.ichotelsgroup.com/hotelmedia/repository/ vfmleonardo/galleries/prod/media/medlib5/imageRepo/2/0/53/132/974/ MSYIN_1872343254_7559002003_S.jpg Level 9 Rooftop Bar. (n.d.). [Online Image]. Retrieved May 17, 2015 from http:// www.ichotelsgroup.com/hotelmedia/repository/vfmleonardo/galleries/prod/ media/medlib/imageRepo/4/0/63/765/313/ SANIS_3270583545_1475629880_S.jpg Hotel Indigo San Diego-Gaslamp Quarter lobby. (n.d.) [Online Image]. Retrieved May 16, 2015, from http://www.ichotelsgroup.com/hotelmedia/repository/ vfmleonardo/galleries/prod/media/medlib/imageRepo/1/0/32/634/50/ WELCM_RCPT_08_S.jpg Renaissance Hotels Logo. (n.d.). [Online Image]. Retrieved May 17, 2015, from http://www.marriottbrandworks.com/pdfs/learnit_pdfs/BR/ Full_BrandStandards.pdf Hotel Indigo logo. (n.d.). [Online Image]. Retrieved May 15, 2015, from http:// vector.me/download/727583/hotel_indigo Hyatt hotels logo. (n.d.). [Online Image]. Retrieved May 17, 2015, from http:// image.hospitalityonline.com/e/stock/hyatt.png Canopy by Hilton logo. (n.d.). [Online Image]. Retrieved May 15, 2015, from http://news.hiltonworldwide.com/assets/HWW/images/mediakit/ Canopy_Logo_lg.jpg Hotel Indigo brand guidelines. (n.d.) [Online Image]. Retrieved May 16, 2015, from http://www.pixel8ltd.com/sites/default/files/images/hotel-indigo-brand- guidelines/indigo0001s0014indigobrand11.jpg Portland Pearl District Lobby rendering. (n.d.). [Online image]. Retrieved May 17, 2015 from https://us-east.manta.joyent.com/condenast/public/cnt-services/ production/2014/10/15/543e92b169d5bb9d1d7e5d4f_Canopy%20Portland %20Pearl%20District_Lobby%20Rendering.jpg Hotel Indigo Del Mar (n.d.). [Onine image]. Retrieved May 17, 2015 from http:// ihg.scene7.com/is/image/ihg/hotel-indigo-del-mar-2532360325-4x3 Renaissance Malmo (n.d.). [Online image]. Retrieved May 17, 2015 from http:// marriott2.typepad.com/.a/6a0128763ee05d970c0128771be8d5970c-pi Hyatt Fisherman’s Wharf Lobby (n.d.). [Online image]. Retrieved from May 17, 2015 from http://fishermanswharf.hyatt.com/content/dam/Multimedia/hyatt/ sfofw/737x415xLobby2_31460_med.jpg.pagespeed.ic.UYTCy4exwQ.jpg