Hospitality Branding Strategies

Consistency isn’t boring. It’s branding. This BIC pen has looked the same since 1955. Same design. Same transparent barrel. Same blue cap. Bic knew it didn’t need to evolve the design of the product. By sticking to what worked, it has become iconic. Most brands don’t have that kind of discipline. They get bored to easily and change too much. If you change too much, you lose consistency and lose recognition. Great branding isn’t about changing everything all the time. And knowing what not to change is equally as important. A solid brand strategy should do two things: 1. Tell you where to stay consistent. 2. Show you where to evolve to stay relevant. Every brand has core brand assets (or codes)… distinctive elements that drive recognition. KFC has the bucket, the Colonel, the colour red and chicken. the LEGO Group has the brick, the yellow minifigure, the red square logo, and imagination. Bic has this pen shape, the blue cap, the orange packaging and the Bic Boy. When you protect those core assets, show up consistently, and then find relevant, creative ways to show up in culture that’s how you win. Not everything needs to change. Know what to keep. That’s the work.

Experiences over Products, the Gen Z way. For Gen Z, luxury isn’t about the product in a box, it’s about the story they can live, share, and post. Experiences now define status, fueling demand for exclusive events, pop-ups, and limited-edition drops that feel like moments, not merchandise. +71% of Gen Z would rather spend on an experience than on a product. +75% of Gen Z beauty consumers say a brand’s values and storytelling shape their choices. >>Experience over product << This generation wants to be sold a feeling, not a SKU. A life-changing vibe beats a logo every time. +43% higher engagement & sales when brands deliver limited drops and collab-driven experiences. +58% of Gen Z prefer interactive retail, pop-ups, AR try-ons, in-store activations, over traditional counters. >>Decline of traditional brand loyalty << Only +22% of Gen Z beauty consumers call themselves loyal to a single brand. Instead, experience-driven loyalty programs outperform point-based systems by 2.5x. They’re not moved by heritage or name recognition. What hooks them? Dynamic experiences, emotional storytelling, and cultural relevance. Loyalty today is built through access, exclusive invites, immersive content, and rewards that feel personal. >>Strategic Takeaways<< Don’t just sell products, design moments, for this generation, the experience IS the luxury. +Use pop-ups, gamified storytelling & social sharing, retail is a playground. +Launch collabs, turning drops into cultural events. +Elevate reality with AR try-ons & interactive packaging. +Build community with invite-only drops & fan experiences, creating shareable packaging & moments. Featured Brands: Chanel Beauty Fenty Beauty Glossier Gucci Miu Miu Louis Vuitton Rhode Skims Simihaze beauty #beautypackaging #beautybusiness #beautyprofessionals #experienceretail #luxuryexperiences #genz

Hotel brands don't sell rooms, they sell loyalty cards and franchises. If you’ve watched hotel sponsorships lately you may have noticed: the name they are advertising aren’t the company or hotel brands. Instead of Marriott or Accor, it’s Bonvoy or All. These loyalty programs are becoming the central identity of the big hotel groups—and that’s by design. Subscribe to my newsletter for weekly updates: https://lnkd.in/eHfpRjnr Across the global hospitality landscape, we can observe two main types of offerings: loyalty (or reward) programs aimed at guests, and brands (or labels) aimed at investors. This dual model has shaped how the major hotel companies operate and grow. For the traveler, loyalty programs are the unifying product. They tie together a wide variety of brands under a single membership and consumer brand, and in doing so, they create consistency of recognition and rewards. As the products are much harder to keep consistent this is a good alternative. These programs are where hotel groups invest in marketing, technology, and partnerships (high profit sales of points to credit card companies) because they drive repeat business and data-rich relationships with guests. On the other hand, hotel brands—the individual names like Moxy, Pullman, or Crowne Plaza—play a different role. These are created and refined with investors in mind. Each brand represents a specific positioning or price point, offering developers and owners a playbook for what to build and how to operate. It’s an ecosystem built for scale. This isn’t to say that hospitality is no longer a focus. It’s just that in the largest hotel companies, the responsibility for guest experience increasingly sits with the individual properties and their operators—often management companies or franchisees. Meanwhile, the hotel brand owner focuses on system design, loyalty strategy, and brand architecture. It’s a model that has clear advantages. Guests get access to a global network of hotels and familiar standards. Owners benefit from the distribution and brand equity. And the hotel groups can grow efficiently through partnerships and franchise arrangements. Of course, this also means that the more personalized, handcrafted hospitality experiences are often found in smaller or independent properties—especially those at the high end. But the big brands still play a vital role in providing consistency and reach, especially for frequent travelers. So rather than asking whether hotel brands have lost their meaning (as I have done so many times before), perhaps the better question is how they’ve evolved. In today’s hospitality world, loyalty programs provide the connective tissue, and the brands provide the structure. Understanding that helps clarify not just how hotels operate—but also why they look the way they do (and the increasingly confusing lineup of “brands”). Thanks for reading, (see link in bio as they say).

Nothing sells better than experiential marketing! With so many options available, consumers want something new and there is nothing more engaging than being able to experience and engage with a brand even before you purchase it. Unlike traditional advertising, which focuses on awareness, this strategy creates immersive experiences that keep the audience engaged for long. It is similar to the difference between watching a movie trailer and actually being at the theatre. This is why I feel it will never go outdated -  → Emotional Engagement - Memorable experiences create strong emotional connections, making consumers feel part of the brand story. Something very similar to Coca-Cola’s "Share a Coke" Campaign. The brand used personalized Coke bottles to engage the audience and help start a new bond. People ended up buying not just a soft drink but finding new friendships altogether. → Loyalty - By giving consumers a chance to engage with the brand, you build a cycle of repeat purchases and loyalty. Fevicol tried it in a very fun way. During festive seasons, Fevicol set up repair booths in local markets, offering free fixes for broken furniture. It was a great way to create an experience that resonated with their brand message.  → Global Reach - Virtual activations give you access to new audiences no matter where they come from. Zomato does it very well. It is no longer just a food delivery app but has created a multi-city carnival that brings together music, food and entertainment. It was a feast for different age groups and gave Zomato a presence in people’s lives.  Experiential marketing is honestly one of the best strategies for brands that dare to go beyond the screen. And the earlier you realise that experience matters more than ads, that is when things will start changing for your brand. I have been working with brands across industries and I believe the brands that win will be the ones that don’t just tell their stories but allow consumers to live them too.  Which brand do you think does the best at this strategy for its audience? #influencermarketing

want to know the dirty little secret about trend forecasting? while everyone's obsessing over what's "next," the real innovators are already capitalizing on what's here. i've spent weeks analyzing reports from YouTube, Meta, Spotify, and others. here's what's actually changing (and what's just recycled thinking): 3 massive shifts happening RIGHT NOW: 1. emotional depth revolution ↳ gen Z isn't asking for personalization, they're demanding real connection ↳ example: patagonia turning product repairs into community narratives 2. AI moving from behind the scenes to center stage ↳ we're shifting from AI-powered to AI-partnered ↳ brands winning: look at snapchat's AI characters giving style advice 3. hybridized experiences taking over ↳ physical spaces becoming content studios ↳ digital/physical divide? it's already disappearing bottom line: 2025's "trends" are unfolding in today's consumer behavior. the most successful brands aren't waiting for tomorrow - they're acting on the patterns hiding in plain sight. question is: what signal are you seeing today that you can act on while others are still planning for tomorrow? #FutureOfBusiness #Innovation #DigitalTransformation #MarketingStrategy #Leadership

In 1913, Henry Ford unified an entire workforce around a single vision: a car for every family. Everyone knew what they were building. Today, companies risk up to 10% of their revenue because leadership teams can't agree on what brand even means. Ask five executives to define brand. You'll get six different answers. Here's how confusion impacts performance: 1. Marketing Sells Tomorrow. Sales Sell Yesterday. Your CMO promises "AI-powered innovation." Your sales team closes on "proven reliability." According to LinkedIn, 52% of salespeople cite misalignment with marketing as a barrier to closing deals. That's not a messaging problem. That's a math problem. 2. Marketing's Clear. Pricing Isn't. Sales holds pricing until call four. Customers aren't clueless. They see the contradiction. And when customers see the disconnect, trust fades. 3. Six-Figure Rebrand, Seven-Figure Cost. That rebrand looks sharp. But if your teams aren't aligned on the strategy behind it, the ROI disappears. Studies show misaligned organizations move more slowly and operate less profitably. A great visual identity can't fix a fractured company. Alignment can. 4. Everyone Pushes Towards Greatness Purpose-driven organizations outperform the S&P 500 by a factor of 10. Stop polling your executives. Start pointing them toward one future. 5. "Brand is Marketing's Job" = Expensive Lie When brand lives in one department, revenue slips through the cracks in others. Purpose-driven companies don't outperform by luck. They outperform through alignment across functions, not silos. 6. Five Pitches in One Pipeline Sales promises speed. Product demos something else. Customer success delivers a third story. Forrester reports 88% of buyers expect consistency across every touchpoint. Mixed messages don't just confuse buyers — they cost you deals. 7. Mission Statement ≠ Operating System That inspiring vision on your website? It means nothing if Sales can't sell it, Product can't build it, and Finance won't fund it. Integration beats inspiration. Every time. —— Ford's genius wasn't the assembly line. It was the alignment. When every person knows what you're building and why it matters, you don't just move faster. You multiply everything. The question isn't what brand means to each department. It's how much revenue you're leaving on the table until they all mean the same thing. 🏴. Motto®

Your digital brand strategy is likely obsolete. Consumers no longer wait for you to define your brand. They experience it, shape it, and share it in real time. The old top-down brand monologue is dead. What lives now is a multi-voice, always-on dialogue. If your brand isn’t actively part of that conversation, you’re not just behind ... you’re invisible. The brands that succeed in this environment do five things exceptionally well: 1. They build mobile-first websites that convert. 2. They invest in SEO and paid search to be found when it matters. 3. They create content that builds trust, not just clicks. 4. They use social and email to build community, not just push promotions. 5. And they measure relentlessly because if you’re not tracking share of voice, sentiment, and real engagement, you’re flying blind. This isn’t about more digital noise. It’s about intentionality. A cohesive digital ecosystem. Authentic connection. Insights that lead to action. Digitally native brands like Glossier, Warby Parker, and Allbirds don’t just “do digital.” They are digital. They turn data into an unfair advantage, obsess over experience, and scale loyalty by design. That’s the standard now. Be always on. Be strategic. Be human. Because the question isn’t whether your brand is online. It’s whether it’s alive there. Art+Science Analytics Institute | University of Notre Dame | University of Notre Dame - Mendoza College of Business | University of Illinois Urbana-Champaign | University of Chicago | D'Amore-McKim School of Business at Northeastern University | ELVTR | Grow with Google - Data Analytics #Analytics #DataStorytelling

Creating logos is not just about creating visually appealing designs. Our brains are wired to respond to symbols and visual cues. Colours, shapes, and even the tiniest details can evoke emotions. 🎯 Did you know that a logo can influence how consumers perceive a brand and make purchase decisions? Logos help in building trust and recognition over time. 🎯 Different cultures associate colours, shapes and symbols with various meanings. You must consider cultural sensitivities so that logos resonate positively with diverse audiences around the globe. 🎯 Logos are the first point of contact between a company and its target audience. They can communicate the brand's values, personality and story in a single glance. Understanding the psychology behind these elements helps us craft logos with deeper meanings and connections to the brands they represent. 💡 🔑 Dive deep into understanding the brand, its target audience, and the industry landscape before designing a logo. 🔑 Don't be afraid to gather feedback and refine your designs. A logo's effectiveness can always be improved. 🔑 Be mindful of the psychological impact of your designs and create logos that are inclusive and culturally sensitive. So it’s important to dig deeper beyond just aesthetics. Have you ever experienced a logo that made you feel a certain way about a brand? #graphicdesigner

Am I the only brand designer who hates seeing logos everywhere? Nothing screams insecure brand like a poster, slide, billboard, hoodie and email footers all shouting the logo at you. It feels cheap, like a watermark on every thought. Last week I walked past a billboard that could have been interesting. Big photo, nice headline, then a the logo, huge in size, placed in two different versions. All I remembered was the clutter. When you overuse the logo, people stop seeing the brand and start seeing noise. Instead, strong brands build recognition without shouting their name every five seconds. Think McDonald’s. You can crop the Golden Arches into a corner, show a red panel with fries arranged as lines, or use that ketchup red and yellow and your brain fills in the rest. Tesco can lead with just one elements and no name, Heinz can drop the wordmark entirely and you still know who is speaking. That is identity as a system, not a sticker. And before someone shouts at me, I GET IT, a startup is not McDonald’s. In the early stage you need clear labeling. But the trick I think lies in using the logo as a signature, not a blanket. Your goal is to create brand cues that travel on their own. Here is how I approach it: • Pick two or three assets you can repeat everywhere: a color that is truly yours, a type system with character, a photography or illustration style, a layout rhythm, a tone of voice people can quote. • Design every touchpoint to feel like you even if the logo falls off. Test it. Cover the logo on a slide or ad. If it still feels like your brand, you are doing it right. • Place the logo with intent. Clear, consistent, same size rules, generous breathing room. Signature, not wallpaper. • For early stage companies: keep the logo present on high intent pages and sales materials, then let brand cues carry the storytelling on social, content and campaigns. People remember patterns faster than they remember names. Distinct color, shape, type and tone create memory hooks. Repetition builds trust. Overexposure creates banner blindness. The logo is not the brand. The logo is the receipt. Curious to hear your take: where do you see logos overused, and which brands do you think nail recognition without shouting? #BrandStrategy #VisualIdentity #DesignThinking #Marketing #BrandingTips

The future of luxury is here, and it is complex. Luxury has always balanced heritage with reinvention. Today, however, the forces reshaping it (digital integration, shifting consumer expectations, and geopolitical uncertainty) demand unprecedented agility from brands. Digital fluency is essential. Consumers expect seamless online discovery alongside human connection and exclusivity in boutiques. Influencer strategies are evolving, with micro and nano profiles shaping trust in targeted communities. Meanwhile, client diversity (old money, new money, Gen Z, HNWIs) requires nuanced engagement without diluting brand identity. Geographically, luxury consumption is fragmenting. In the past, Japan and then China served as clear growth engines. Today, there will be no “new China.” Instead, growth will come from a mosaic of markets: - India’s affluent segment is projected to grow by 129% by 2030. - Southeast Asia, Africa, and the Middle East are gaining traction, with urban hubs like Lagos, Nairobi, Dubai, and Riyadh emerging. - In the US, experiential luxury (travel, wellness, personal enrichment) takes precedence over material accumulation. This fragmentation means brands can no longer rely on a single market to drive growth. They will need to embrace complexity, adapt locally, and maintain coherence globally. Three trends will define luxury’s next chapter: 1) AI-powered personalization, requiring brands to balance tailored service with exclusivity. 2) Sustainability, shifting from differentiation to baseline expectation. 3) Phygital experiences, merging digital ease with sensorial discovery. Brands that succeed will move beyond heritage storytelling. They will decode cultural and market nuances, tailor offerings without losing identity, and integrate technology and sustainability into desirability itself. There will be no easy path forward, but there will be opportunities for those who are prepared. Luxury brands will have no choice but to embrace this complexity, and work with experts able to transform it into a competitive advantage. If you wish to anticipate these shifts and position your brand for lasting relevance, I would be glad to share insights and explore how to transform your project into a benchmark for contemporary luxury. #Luxury #LuxuryStrategy #FutureOfLuxury #ConsumerBehavior #GlobalMarkets