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“WINNING HEARTS, MINDS & WALLETS” B U I L D I N G B R A N D S
BRIAN KING GLOBAL OFFICER MARRIOTT SIGNATURE BRANDS & GLOBAL SALES
A Br ie f H is to ry
Why Brands Mat te r
Human Tru ths
Brand Va lua t ion
B rand Ingred ien ts
A G E N D A
1 9 5 8 1 9 9 7
2 0 0 7
1 9 8 1
1 9 8 7
2 0 1 3
2 0 1 1 1 9 9 9
1 9 9 5 1 9 8 4 2 0 1 2
2 0 1 0
2 0 1 4
2 0 1 5
MARRIOTT’S BRAND HISTORY
W H Y D O B R A N D S M A T T E R ?
B R A N D I S A P R O M I S E
BRAND n: a living business asset, that the business does not own a symbol that elicits people’s memories, feelings and opinions
The brand must represent the highest possible human universal truth to drive the most value
T H E H I G H E S T P O S S I B L E G R O U N D
PA R E N TA L P R O T E C T I O N T H R I L L O F V I C T O R Y
W H A T A R E Y O U R E A L L Y S E L L I N G
B R A N D P R O M I S E
INSPIRE &�EMPOWER:�JUST DO IT�
BUILT FOR�ATHLETIC�
PERFORMANCE �
POWERFUL�PERSONAL�VICTORIES�
BRAND TRUTH�
PRODUCT TRUTH �
HUMAN TRUTH�
I N S I G H T S T O I N N O V A T I O N
A PATH TO WIN �
THE BIG
IDEA
DESIGN
THINKING
CONSUMERS
DESIRABILITY
BUSINESS
VIABILITY
TECHNICAL
FEASIBILITY
CONSUMER
INSIGHTS
B R A N D V A L U E
Rational behavior drives
pricing downward Emotions drive pricing upward
Be Timely and Timeless
G R E A T B R A N D S M U S T …
Be Authentic
G R E A T B R A N D S M U S T …
Create Demand
G R E A T B R A N D S M U S T …
Create Shareholder Value
G R E A T B R A N D S M U S T …
Differentiate or Dissipate
G R E A T B R A N D S M U S T …
Engage the Consumer
G R E A T B R A N D S M U S T …
Ensure Consistency of Meaning
G R E A T B R A N D S M U S T …
Lead not Lag in their Category
G R E A T B R A N D S M U S T …
Keep their Promise
G R E A T B R A N D S M U S T …
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DESIGN COLLABORATORS ! PROGRAMMING!
EDITION INNOVATION!
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EDITION !BERNERS TAVERN !LONDON !
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THE !MATADOR ROOM !MIAMI !
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Video #2
NZ Telecom Advert
YOUR BRAND
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