Words of Branders
2 BRANDERS MAGAZINE • 2019
Branders
BRANDERS MAGAZINE • 2019 3
“Quotes”
Issue 23 | Sept. 2021
The best keywords for the next wave of successful travel and hospitality branding are conscience, collaboration, and community. Stanley Moss Philosopher, writer and traveler. International brand guru for Gottschalk+Ash of Zürich, author of What Is A Brand? and was CEO of the Medinge Group think-tank 2004-2012.
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“Quotes”
Issue 23 | Sept., 2021
Brands -like people- have Soul. Our mission is to turn brands and it’s customers or users into Soulmates. And in “Specificity you find authenticity.” The more specific the relationship with the customer, the stronger the bond and more long lasting is the link with the brand. Luis Miguel Messianu Founder-Creative Chairman-CEO at Alma. Messianu has played an influential role in the evolution of the Multicultural market.
One recent example in the food and beverage category that makes me really proud is our campaign on behalf of Miller Lite featuring J Balvin as “José” the human being behind the celebrity.
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Contributors Katja Thielen Founder of Together Design. As a daughter of a winemaker, Katja has a natural affinity with food and drink brands. Joseph Szala Founder at Vigor, a restaurant branding strategy and design agency.
Hernán Braberman Partner and Executive Design Director of tridimage
Marlo Fogelman CEO of marlo marketing, an integrated marketing and creative agency specializing in all things hospitality, lifestyle and CPG. Diego Giaccone Founder & Director Sure Brandesign, branding and design agency specialized in brand image and packaging. Julio Ferro Founder at Hurra! branding agency. Graphic designer with more than 20 years of experience. Luis Miguel Messianu Founder-Creative Chairman-CEO at Alma. Messianu has played an influential role in the evolution of the Multicultural market. Stanley Moss Philosopher, writer and traveler. International brand guru for Gottschalk+Ash of Zürich, author of What Is A Brand? Terri Goldstein Founder & CEO at The Goldstein Group. Design Expert, Keynote Speaker, Author, Educator
Cover | Betsy Hamm CEO at Duck Donuts. Innovative leader with proven ability to identify consumer insights and develop new concepts and products that delivers profitable growth. Editor in Chief: Luis Fernando Vergara lvergara@vrandgroup.com Sales Director: Carolina Gomez carolina@vrandgroup.com Community Manager: Elizabeth Gomez branders@vrandgroup.com Editorial Committee: Terri Goldstein Cristian Saracco Luis F. Vergara Design: Vrand Design Stock photos credits: Frepik.es Pexels.com Unsplash.com www.brandersmagazine.com The contents of this publication are exclusive and opinions expressed are responsibility of the authors. Reproduction from the contents of this publication is prohibited without authorization.
CONTENTS BRA N DE RS M AGA Z I N E - I S S U E 2 3 | S E P T E M B E R 2 0 2 1
16 DESIGN
10 BRANDING BY DESIGN
The secret power of color.
Satisfying the appetite for great food brands.
18 COVER
12 BRANDING
Serving it Up: Hospitality Branding Done Right.
14 BRANDING
Beer with me. Brands with conscience.
Betsy Hamm: Strategy, structure, people and process. The key for success in the Hospitality, Food & Beverage Industry.
26 BRAND STRATEGY
Why labor and technology challenges are inextricably linked to brand strategy.
28 TECHNOLOGY
Smartphones & Smartbrands.
30 DESIGN
Rethinking Hospitality Packaging: Conscious Convenience.
32/33 BRANDGADGETS BRANDEVENTS
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[I N] NEODVI AT TO IRO’ NS L E T T E R Stanley Moss Philosopher, writer and traveler. International brand guru for Gottschalk+Ash of Zürich, author of What Is A Brand?
Where are we headed now?
The best keywords for the next wave of successful travel and hospitality branding are conscience, collaboration, and community.
Airelles 12-suite luxury property at Chateau de Versailles, outside Paris (credit: Airelles)
L
et me first tell you a tale of a vanished world, a more innocent time when people wandered freely and visited new places at the last minute; effortlessly crossed borders without interruption; witnessed romantic panoramas (accessorized with hot tubs, palm trees, hammocks and always-full champagne flutes) in the most exotic of island destinations; took many a selfie on enviable backdrops; stayed in luxurious hotel suites; sought out the best deals on the internet and came home Monday mornings energized after spontaneous getaway weekends. But then a plague swept across the land and changed everything. Suddenly you couldn’t travel for pleasure or for work. The
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airline business went belly-up. Car rentals, forget about it. Your favorite small and midsized hotels shuttered. You had to stay home, or wear a mask when you went out. Cool destinations became inaccessible. Big chain hotels downsized their brands. Thousands of service jobs evaporated. Only private jet travel boomed. What can be told about the brand world of the future, now that mass tourism as we knew it is a figment of the past?
1. Brands will need to attract new talent, train new people, and emphasize workplace improvements to retain team members. With the loss of so many jobs and people reluctant to rejoin the workforce, it’s going to
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