The document discusses brand positioning and ensuring brand consistency across all touch points. It emphasizes that every interaction and aspect of the customer experience, both physical and digital, should distinctly represent the brand's unique DNA and provide a competitive advantage. This includes all marketing materials, employee interactions, facilities, amenities, food & beverage offerings, and more, in order to create an ownable and memorable multisensory brand experience.

2. Brand Positioning:
Unique DNA
Ownable – ONLY in Hershey
Competitive Advantage

3. Tip = Brand
Words, images,
brand positioning
10%
Brand
Brand
Strength
Under Water = Strength
Culture, Leadership
and Experiences
90%

4. “Touch Points”
Are they branded unique and distinctive?
EVERYTHING SPEAKS TO GUEST!
All marketing materials, every employee interaction, answering
phone, hand stamps, welcome, employee training programs, room
décor, wake-up call, check-in, check-out, check presenters,
packaging (bags, wrapping), gift card, billing customers, retail
offering, F&B operations, menus, in-room/onsite printed materials,
décor, amenities, landscaping, entertainment, games, arcade,
attractions, brand presence on site, airport pickup service, rental car
operation, events, public space, waiting rooms, artwork, uniforms,
name tags, signage, podiums, guest services, recreation/fitness
activities, concierge, shuttle bus physical appearance AND
experience, internal presentations, mattress, bedding and soft goods,
parking lot, entrance process, product characters.

5. Milton S. Hershey

6. Hershey employees are very
sweet, helpful, and sincere.

7. The multisensorial experience of chocolate
continues to be the single most ownable
and uniquely Hershey attribute.

8. The Spa at the Hotel Hershey –
The Chocolate Spa