Hospitality
“The future is not something you enter, but something you create!” Christopher Nurko, Global Chairman, FutureBrand
Your competitive landscape is changing faster today than ever before. Global trends combine with local ones to change your customers’ expectations of what they want from your brand. An increase in wealth, the influence of social networks and the sheer number of people who now view the entire world as a potential destination means that only strong brands will thrive. FutureBrand can help you look at the untapped opportunities that surround your brand and business. We’ve put together some of our thinking on the principles of branding as it relates to your business, and how it can help attract new customers, while keeping existing ones happy and loyal.
Why Brand
What is a Brand
How to Brand
Why FutureBrand
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Why brand
The value and benefits of a strong brand
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Brands make for extremely powerful assets that require careful development and management. The value of a successful brand is more than the sum of all other tangible assets of a company.
Photo Š Undine Prohl
“If this business were split up, I would give you the land and bricks and mortar and I would keep the brands and trademarks, and I would fare better than you.�
John Stuart, Former CEO, Quaker Oats
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A brand is an asset.
47%
51%
of the company’s worth is brand
of the company’s worth is brand
68%
71%
of the company’s worth is brand
of the company’s worth is brand
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And the numbers prove it. The value of brands has a direct impact on market capitalisation. Brand differentiation is integral to business performance as it creates customer respect and loyalty, ensuring sustainability.
2006
2007
BrandZ Portfolio vs. S&P 500 (2006-2013)
2008
2009
BrandZ Portfolio top 100 brands S&P 500
60%
40%
20%
0%
-20%
-40%
-60% 2010
2011
2012
2013
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Photo Š The Park Hotels
Strong brands have emotional pull to:
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Attract and keep great staff. A strong brand promise will get employees emotionally engaged with the brand.
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Motivate employees.
A strong brand gives employees a sense of identity, makes them feel positive and gives them a sense of purpose.
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Drive passion and loyalty from clients. Brands live in the minds of people.
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Generate demand.
While most key financial indicators plummeted in 2010, the value of the top 100 brands rose by 4%.
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Command premium pricing. Customers are more than willing to pay top prices for a brand they trust and respect.
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What is a brand
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A brand is not your name, logo, product or service.
Photo Š Charles F. Hu
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A brand is who you are, what people think of you, and what you deliver. Brand = Identity + Reputation
Identity
(Visual and Verbal Communications)
Brand Reputation
(Promise + Performance)
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The most powerful brands are built on single ideas.
The ultimate luxury driving experience
Authentic athletic performance
The most fabulous jewels in the world
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And it exists in the minds of stakeholders.
“A brand is a short-cut to an informed decision.� Stanley Moss, Brand Philosopher, Writer and Artist
or
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How to brand
Insights from past experiences and best practices
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Insight
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Brand strategy becomes the filter for all business activities. From an organisational structure where the brand is only one part of the communications mix
Brand Corporate Communications Human Resources
Organisational Strategy
Investor Relations Corporate Social Responsibility Customer Experience Marketing Communications
To an organisational structure where brand becomes the filter
Corporate Communications Human Resources
Organisational Strategy
Brand
Investor Relations Corporate Social Responsibility Customer Experience Marketing Communications
Insight
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Brand responsibility is clearly assigned at all levels.
CEO & Board
Brand Council
Department Heads + Line Managers
All Employees
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Insight
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The brand experience is incorporated into every aspect of the business.
Programming Design
PR
Services
Partnerships
Merchandising
Recruitment Communications
Insight
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Management training, education programmes and performance metrics equip all employees to deliver a consistent brand experience.
guests
5,000
staff
interactions per day*
5,000 interactions between guests and staff per day.* In other words, thousands of opportunities to excel or to fall short. * Estimated in a 200- to 300-room luxury hotel * The Center for Hospitality Research, Cornell University, white paper Hospitality
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Insight
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The CEO is the clear brand champion.
“The reason for our success is no secret, it’s the Golden Rule – the simple idea that if you treat people well, the way you would like to be treated, they will do the same.” Isadore Sharp, Founder and Chairman, Four Seasons
Insight
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Internal and external brand communications express a consistent brand message and embody the brand values.
Internal
External
“In all our interactions with our guests, customers, business associates and colleagues, we seek to deal with others as we would have them deal with us.”
This central principle is then fleshed out in the course of four sections that spell out how vendors, customers, colleagues, and the community are to be treated.”
* “Four Seasons Hotels: Building A Hospitality and Customer Service Culture,” Micah Solomon, Forbes (9 January 2013). Hospitality
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Photo Š Kevin Mak
Strong brands will continue to shine, whereas weak or defective brands will be swept away.
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Why FutureBrand What we do and what we have done
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Our Purpose
We are the creative future company. Our job is to help you create the future for your brand and business. Our purpose is to create a more positive future. A future designed to avoid the compromise between what we think and how we feel, or between the short-term and long-term. Our mission is to be the world’s leading creative consultancy for future brand expertise. This is what helps us to focus our efforts on and be the best partner possible for our clients in creating a more positive future.
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Our Services
Brand Strategy We can build your brand holistically, working from research to brand idea – or we can support you with specialized services, such as brand architecture or messaging strategies.
Our passion is discovering inspiring ideas that will make your business successful. We use an array of tools — a mixture of the most innovative and proprietary, and some traditional — to understand your objectives, gain insights and create ideas that bring your brand to life.
RESEARCH & INSIGHT Brand audits Brand strength measurement Customer journey and experience audits Customer segmentation Driver of choice analysis Ethnographies Online co-creation forums Qualitative consumer insights Semiotics CREATIVE STRATEGY SERVICES Brand architecture Brand idea development Brand governance Co-branding and partnership strategy Customer experience definition Corporate purpose and values Future brand visualisation and world development Implementation planning and change management Metrics and measurement Naming Portfolio strategy and rationalisation Positioning and brand definition Tagline discovery Tone of voice and messaging
Brand Experience
Innovation Tools
We use a highly collaborative approach to develop engaging experiences for your brand that range from identities and visual systems to digital and brand development.
We believe in creating a more positive future, and this is embedded in the way we work on all of our projects. In addition, we have developed proprietary tools and techniques over the years that focus on pure innovation.
DESIGN & CREATIVE SERVICES Environmental and retail design Literature and communications Logo and brand visual identity Packaging design Sensory design Signature system development Touchpoint/applications design
INNOVATION FutureBrand ThemeBankŠ Foresight workshops New-to-world brand development Product and service design Prototyping and concept testing
BRAND MANAGEMENT Brand asset management systems Brand guidelines Design production and implementation EXPERIENCE Brand user-experience Customer journey design Digital brand strategy and behaviour Digital ecosystems and service design Employee engagement Employer branding and EVP Launch planning and events Interior spaces and environments Responsive digital design and development Retail strategy and design Signage and way-finding
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How We Create a Future Brand
The three steps to future brands
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Imagining a strategic yet believable future for your business. Co-creating ideas with the people who matter most. Bringing the ideas to life in every aspect of the brand experience.
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Case Study
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Shaping the future of Noom.
Noom
Noom is a new hotel concept that reinterprets and reinvents Africa’s art and culture using a contemporary, ‘fusion’ approach.
FutureBrand created Noom’s new brand identity: the starting point for a comprehensive visual system expressing and supporting Noom’s brand pillars at every touchpoint.
FutureBrand developed a story and brand expression that redefines hotel value in West Africa and beyond. Noom celebrates the essence of contemporary African society and reflects the energy and extravagance of a new urban landscape. Iconic and recognizable, it is the fusion of the latest European hotel standards and a contemporary reinterpretation of Africa’s art and culture, thereby creating a unique sensory experience. Hospitality
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Case Study
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Unique partnerships create a new brand for Fiji Airways.
Fiji Airways
Fijian Artist Makereta Matemosi created a traditional Masi for the airline, an ancient art form that embodies the traditions and spirit of Fiji. This Masi was celebrated in the airline’s new identity and translated into Fiji Airways’ livery design and also provided motifs that were incorporated into aircraft detailing.
The new brandmark, airline name and livery all convey a premium and distinctive flag carrier vs. a low-cost airline. The centre of the Masi features the Teteva, a graphic symbol that incorporates meaning relative to Fiji and Fiji Airways. The innermost part of the Teteva, the diamond, represents the love Fijians have for Fiji.
Air Pacific: Before rebranding
Fiji Airways: After rebranding
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Case Study
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Creating the future of Country Brand Peru.
Country Brand Peru
The spiral P form recalls a graphic motif present in all of Peru’s cultures. It represents evolution, change, transformation. It also evokes a fingerprint, in line with the concept that “there is a Peru for everyone.” Handwritten typography was chosen, creating a logotype from a single line: because in Peru people trace their own path based on their individual journey.
Peru now has a memorable Country Brand that tells the world: along our roads, you can discover a country that always exceeds expectations, both on a rational and an emotional level.
FutureBrand branded Peru in a way that expresses the country’s flavour, colour and living history. A country brand what welcomes visitors from all over the world to the new and modern Peru, reflecting all its splendour, diversity and hospitality. Peru is now an international destination that offers attractions and opportunities that are unique in the world, due to its natural and cultural treasures.
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Case Study
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Creating a stylish boutique experience for Hotel Kapok.
Hotel Kapok
The identity is composed of the letters ‘H’ and ‘K’ stemming from “Hotel Kapok.” It is a graphic interpretation of a blooming kapok flower. The brand signature should reflect the young, fashionable, professional, refined and premium qualities of this contemporary boutique hotel.
In addition to the masterbrand identity, we created a secondary set of icons reflecting the features and personalities of each property throughout China.
The design of each icon derives from the unique local culture and personality, conveying respect and understanding of the community.
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Case Study
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Creating a leading Australian resort.
Hayman Island Resort
The new strategy incorporated the core brand values: balancing ideas of privacy and service, luxury and simplicity, being Australian and global, adventure and relaxation, man-made and natural.
To reflect the unique blend of luxury services in a breathtaking natural environment, FutureBrand rejuvenated Hayman Island Resort’s brand identity across all channels on and off island, and throughout the interior and exterior spaces.
Motivational words, images and textures became a creative palette, providing a solution that targets Hayman’s global audience and respects the sophistication and individuality of Hayman’s clientele.
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Case Study
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Positioning Crown as the world’s leading entertainment experience.
Crown
FutureBrand developed a strategically integrated Crown brand architecture and market segmentation for the many core offerings. We progressively worked through issues to develop a cohesive branded environment with compelling emotional attributes targeting specific markets, known as Crown’s experiential worlds. Most recently, the Westend precinct was rebranded to embody this vision.
Working with a vast team comprising owner, interior designers, numerous consultants and agencies, FutureBrand delivered a brand with a single consistent message– “the world’s leading entertainment experience.”
We created a family of sub-brands including facilities and dining venues that conveyed a contemporary and luxurious look and feel.
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We have helped create future brands for some of the most dynamic and forward-thinking organisations in the world.
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We believe we can create a future brand for you. Amsterdam Hamburg
Geneva
Moscow
Beijing
London New York
Paris Rome Milan
Mexico City
Shanghai Dubai
BogotĂĄ
Hong Kong
Lima
Singapore
Santiago de Chile Melbourne
SĂŁo Paulo Buenos Aires
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Local understanding. Our Hong Kong office offers full-service branding through a world-class team. With over 14 years in Hong Kong, we have significant experience working on the unique local and regional branding challenges. And while we are a large company globally, we are a smaller team locally, to give our clients the quality of product and attention that are needed. And we believe in working collaboratively with each other and with our clients to create the most recognised and iconic brands in the local market today.
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Global presence. We organise our offices to share and collaborate. Our network of 26 international offices allows our clients to benefit from the perfect combination of global reach and local expertise.
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IPG network. We benefit from being part of the Interpublic Group, a world-leading communications group that spans a full range of disciplines and specialities, from public relations to consumer advertising. We collaborate within this structure to provide the highest level of service across all disciplines, creating synergies and cost advantages for our clients.
Key Contact
Lucien Harrington Managing Director
+852 2501 7968 lharrington@futurebrand.com 8/F Oxford House, Taikoo Place 979 King’s Road, Quarry Bay, Hong Kong