WHAT is your category?HOW are you different?WHO are your customers?WHERE are they located?WHY are you important?WHEN do they need you?
Harley DavidsonThe ONLY motorcycle manufacturer that makes big, loud motorcycles for macho guys (and macho wannabees) who live mostly in the United States who want to join a tribe of cowboys in an era of decreasing personal freedom
Cascada Expediciones The ONLY boutique hospitality provider in Chile with unmatched expertise to design and operatedome-style vacation lodges in remote wilderness foractive travelers who seek to experience Patagonia in a unique and environmentally conscious manner inone of the world’s few remaining truly wild places in an era of unprecedented environmental challenges and increasingly homogenous ‘me too’ packaged vacation product
23 Secondary Themes People Soul Fun Guests More than a job To stay Authentic Employees More than a To work What you see is The ‘place to stay’ community who we are (Home away from Who you are is valued home) Celebration MilestonesWhimsy Special momentsDelight Indulgence Style Legacy Colors Bill Kimpton Architecture Food Diversity/ ‘Fresh’ and Wine individuality Socially (Kimpton Style) responsible Nourishment for Everyone is welcome Values body and soul Strength in Commitment Wine hour differences
24 Core Themes People Soul Haven Authentic Fun Transformation Save my day CelebrationWhimsy Free to be me Give to get Enduring bonds Legacy Style Socially Food responsible and wine Diversity/ individuality
25Meta-Story People Soul Fun Haven Authentic Celebration Transformation Save my day Whimsy Free to be me Legacy Give to get Style Enduring bonds Food Socially and wine Diversity/ responsible Individuality I belong here…and I’m better for it
Message Meaning MythThree levels ofcommunication Message Easily accessible Reasons to act Meaning Accessible through story, Emotional symbol, and imagery motivators Myth Timeless and universal truths 26
Dramatic Tensions• Source of emotionalenergy• Conflict & dilemmathat must be resolved• Choices protagonistmust make• Not opposites…butdefiners
Dramatic TensionTourist Traveler The experience—good or bad—thememories and transformational change that ensue is what travel is all about Experience trumps comfort
NewOld Stay true to you™Every hotel tells a story™
Mission Core VisionStatement Themes Statement Meta Brand Theme PromiseOnly-ness BrandStatement Story Value Elevator PersonalityProposition Pitch Attributes
Aim higher! • A brand can only stand for one compelling, radical differentiating selling idea • Don’t be clever or complex • Simple, obvious idea that elevates & differentiates your brand to a new meaning people really care about
• Customers no longerseparate marketing from theproduct—it is the product• Customers don’t separatemarketing from their on-siteor online experience—it isthe experience• In the engagement era,marketing is the company
Your brand story…• Gives meaning to who you are and what you do.• Unites your employees with a common purpose and connects them with customers they serve.• Communicates what you stand for, what you promise, and what your customers experience.• Foundation of fundamental business decisions.• At the heart of all your marketing.• Creates powerful emotional bonds that turns customers and employees into brand advocates.