The Four Cornerstones of Branding
By Laurence Bernstein Managing Partner, Protean Strategies | May 10, 2015
Conrad Hilton once said, "When I hear the word 'branding' I reach for my pistol!" Actually, he didn't, might he might have, if he had known how much the word is used and abused in this day and age. He might have rolled his eyes (a trait he inherited from his lovely great-granddaughter, Paris), and he might have moaned, quietly, pleading, "Please, No More!"
Of course, he would have been right and his is a sentiment that we would all agree with. Is there anything about branding that hasn't been said? At least 100 times? Why would we want to hear or read about this tedious subject again? We get it! We got it! Enough! Please, stop! Not again!
And yet, here I am writing yet another article on this forsaken subject. Am I mad? Desperate? Insane? Probably, but more to the point, I have a very specific reason for this blog: while "branding" is an overworked idea, it is nevertheless at the heart of everything we do in the hotel (or any) business.
This was brought home to me, again, at a recent roundtable with hotel investors and lenders. When I asked them what was the first question they would ask an owner or developer of an independent hotel, they all agreed: "What's your brand?"
Before anything else you would ask what the brand is. Even of small independent, unbranded hotels?
"Yes, especially of unbranded hotels."