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Are you creating delightful guest experiences or giving customers a reason to leave early?
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Brand-Inspired Experiences
Are you creating delightful guest experiences or giving customers a reason to leave early?
Nancy Walker President
Twitter: @walkerbrands #hdexpo09
A Memorable Brand Experience
“There are only
two main components
for business success:
brands and their delivery.”
– Marty Neumeier, The Designful Company
What’s YOUR brand?
Basics Of The Brand
A brand is not:
A brand is:
What customers Think + Feel + Expect about you...
VIDEO
AUDIT TRAINING
EXPERIENCES
TEC
HN
OLO
GY
IMAGERY
SOUNDS
MESSAG
ING
BRAN
D STA
NDARDS
TEM
PLA
TES
BRAND ESSENCE
BRAND CONCEPTSBUSINESS DEVELOPMENT
Which is EARNED at every experience touch point.
Music
Naming
Training
Interior Design
Products
Signage
Social Media
VIDEO
AUDIT TRAINING
EXPERIENCES
TEC
HN
OLO
GY
IMAGERY
SOUNDS
MESSAG
ING
BRAN
D STA
NDARDS
TEM
PLA
TES
BRAND ESSENCE
BRAND CONCEPTSBUSINESS DEVELOPMENT
BRAND ESSENCE
DISTINCTION Valued by
CUSTOMERS Supported by
TRENDS
VIDEO
AUDIT TRAINING
EXPERIENCES
TEC
HN
OLO
GY
IMAGERY
SOUNDS
MESSAG
ING
BRAN
D STA
NDARDS
TEM
PLA
TES
BRAND ESSENCE
BRAND CONCEPTSBUSINESS DEVELOPMENT
BRAND ESSENCE
Thinks Different
So, Why Does Brand Matter?
“Wake me up when the recession is over!”
THE SOLUTION: NOT About Lowest Price
GOOD NEWS: Customers Want Experience
Escape
Feel Like Somebody
Togetherness
Happiness
6 Tips
For Better Place Brands
Start With STRATEGY Tip 1
Design Place (Stage) & Experience (Performance)
Strategy Should Define Your STORY
Know What CUSTOMERS Want Tip 2
e | merse Hotel Concept
Pre-Visit Guest Profile Match guests with local amenities
Social media technology network with other guests, community/businesses
Radical Innovation In Hospitality Awards
Hospitality Design Magazine
Brand From The INSIDE OUT
Gary Kelly Chairman & CEO
Tip 3
Script The EXPERIENCE SEQUENCE Tip 4
Build RELATIONSHIPS Tip 5
42% consult traveler reviews
Give them something to TALK ABOUT! Tip 6
A Recap
1. Start With STRATEGY
2. Know What CUSTOMERS Want
3. Brand From The INSIDE OUT
4. Script The EXPERIENCE SEQUENCE
5. Build RELATIONSHIPS
6. Give Them Something To TALK ABOUT
Leverage Your INVESTMENT
Thank You!
walkerbrands.com
nwalker@walkerbrands.com
Twitter: @walkerbrands (#hdexpo09)
Facebook: Walker Brands
Download Today’s Slides on walkerbrands.com
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