2015 BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com Developing Your Destination Promise 1
Slide 2 2015 BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com Thousands of brands worldwide have
enhanced their perception, image and success by applying our
BrandScience principles. 2 Slide 3 2015 BrandStrategy, Inc.
Developing A Destination Promisewww.brandstrategy.com Our Dialogue
Today I.Genuine BrandMindset II.Building a Destination BrandPromise
III.Collective Wisdom 3 Slide 4 2015 BrandStrategy, Inc. Developing
A Destination Promisewww.brandstrategy.com Genuine Brands? 4 Slide
5 2015 BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com I. Genuine BrandMindset The
internalized sum of all impressions received by G.U.E.S.T.s and
influencers resulting in a DISTINCTIVE position in their minds eye
based on the PERCEIVED VALUE of emotional and functional BENEFITS.
focussed on SUBSTANCE not hype delivers VALUE engenders TRUST
fosters LOYALTY 5 Slide 6 2015 BrandStrategy, Inc. Developing A
Destination Promisewww.brandstrategy.com Destination BrandScience 6
Slide 7 2015 BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com A Guest not a visitor! A tourism
product is what the customer buys but the tourism experience is
what they remember and talk about, its the emotional feeling and
connection that makes them feel like a valued GUEST. 7 Slide 8 2015
BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com The G.U.E.S.T. Philosophy 8 Greeting
Everyone communicates: Were glad youre here! Understanding Listen,
learn and understand your guests. We always listen for the way our
guests feel. Efficiency Fast and easy is always the answer. We
respect your time; we know it is valuable. Special Treatment
Everyone wants to feel special. We have the power to provide a
pleasant surprise for our guests. Thankfulness Thank each and every
guest. We want you to be a friend and we appreciate your good will
and the lifetime value of your relationship. Slide 9 2015
BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com One of a Kind from service to
HOSPITALITY 9 Service is what we do. HOSPITALITY is how we exceed
guests expectations....the art of greeting GUESTs with graciousness
& appreciation Great Good ONE OF A KIND Customer Service
HOSPITALITY Slide 10 2015 BrandStrategy, Inc. Developing A
Destination Promisewww.brandstrategy.com II. Your Brand is Only As
Good As Your Promise! 10 What does Promise mean to you? De belotte
Versprechenpromesa Slide 11 2015 BrandStrategy, Inc. Developing A
Destination Promisewww.brandstrategy.com A Genuine PROMISE Truthful
& aspirational description of how you want your G.U.E.S.T.s to
feel. Essence.heart, soul & spirit of your
organisation/destination. Creates a distinctive experience thats
attractive for everyone. Evokes a positive emotional connection.
NOT an advertising message..your internal commitment. NOTHING
without actions to implement. MissionVision...PROMISE 11 Slide 12
2015 BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com The BrandPromise You have to decide
what your Promise and deliverables can be once a key connection
with consumers is made, your brand can go from being one that
satisfies consumers to one that they insist on. -Hallmark President
& CEO Serves as the Guiding Star. 12 Slide 13 2015
BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com BrandBusinessPromise Coffee Privileged
Relationships with Consumers EntertainmentMake Dreams Come True
HotelJust Say Yes Business vs. Promise 13 Slide 14 2015
BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com Three Fundamental Questions 14 1.What
is the BRAND experience about? 2.What DISTINGUISHES your products
and services? 3.How do you offer SUPERIOR VALUE to your customers?
Pickup & delivery: anytime, anyplace When you absolutely,
positively want someone to get it Immediate gratification Slide 15
2015 BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com Promise Principles Provide a unique
experience with products and services that enhance guests lives.
Achieve internal partnership, passion and support for a Promise.
Create a perception of exceptional value and distinctive benefits.
15 Slide 16 2015 BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com Its All About the Experience A Genuine
Promise creates an experience thats attractive for everyone. A
Promise must evoke a positive emotional connection. It is all about
how people feel! 16 Slide 17 2015 BrandStrategy, Inc. Developing A
Destination Promisewww.brandstrategy.com Promise Passion 17 Emotion
al Functional How your guests feel. What you do. People must be
emotionally capable of delivering a Promise before they can be
functionally able. Slide 18 2015 BrandStrategy, Inc. Developing A
Destination Promisewww.brandstrategy.com Value is Everything 18
Perceived Value = Benefits Cost GESTALT Slide 19 2015
BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com The Way Promises Work #1The Promise of
your business is your internal commitment for how you want your
guests to feeltheir experience. It is not the advertising
messagehowever; advertising messages and all brand communications
should be driven by the Promise. 19 Slide 20 2015 BrandStrategy,
Inc. Developing A Destination Promisewww.brandstrategy.com The Way
Promises Work (continued) #2In order for your Promise to be
effective, you must have a Plan of clearly defined Actions to
deliver your Promise experiences. Your Promise is nothing without
the implementation of its Plan of Action. 20 Slide 21 2015
BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com The Way Promises Work (continued)
#3The key Promise principles expand and identify the functional and
emotional benefits. Your Promise sets the direction for your
business strategy from 30,000ft! 21 Slide 22 2015 BrandStrategy,
Inc. Developing A Destination Promisewww.brandstrategy.com This is
what matters The experience of the product. How it makes someone
feel. We spend our time on a few great things. Until every idea we
touch Enhances each life it touches. 22 Slide 23 2015
BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com Wherever the Guest experience takes
place in our parks, on the high seas, on a guided tour of exotic
locales, through our vacation ownership program we remain dedicated
to the promise that our Cast Members turn the ordinary into the
extraordinary. Making dreams come true every day is central to our
global growth strategy. 23 Slide 24 2015 BrandStrategy, Inc.
Developing A Destination Promisewww.brandstrategy.com Our company
was built on a commitment to service, quality and value. Our Team
Members are empowered to be Beyond the Best and serve our guests.
By exceeding our guests expectations, we are able to create lasting
memories. Our goal is to anticipate our guests wants and desires.
We want to be proactive and offer, rather than being reactive and
having the guest ask. The secret to our success is to build
long-term relationships with our guests. We want to be their home
away from home. Guests will find unbeatable value in gaming, food,
hotel and entertainment. 24 Slide 25 2015 BrandStrategy, Inc.
Developing A Destination Promisewww.brandstrategy.com Genuine
Brands 25 Slide 26 2015 BrandStrategy, Inc. Developing A
Destination Promisewww.brandstrategy.com The BrandPromise 26
PURPOSE PROCESS Create and communicate a long- term value
proposition from the guests perspective. Answer three fundamental
questions: What is your business/destination experience all about?
What distinguishes your product /destination from the competition?
What is superior about the value you offer to your guests?
confidencedifferentiation strategic direction Slide 27 2015
BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com The BrandPromise Process Create your
Promise Team Complete a Brand Assessment Develop your Brand Promise
Communicate your Promise - everyone learns to deliver your Promise
27 Slide 28 2015 BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com Deliver on the Promise 28 Treat people
BETTER than they EXPECT Successful brands keep their commitments
with G.U.E.S.T.s and enthusiastically deliver on the Promise! Slide
29 2015 BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com Slide 30 Whats Your Promise? 30 1.What
is the BRAND experience about? 2.What DISTINGUISHES your products
and services? 3.How do you offer SUPERIOR VALUE to your customers?
? ? ? Slide 31 2015 BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com BrandPromise Assessment 31 What are
your guests perception and image of your brand? What is the first
word that you want to come to mind when guests think of your brand?
What attributes of your brand are important? What does your brand
stand for in the minds of your staff and community? Slide 32 2015
BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com BrandPromise Assessment 32 What should
your brands distinctive image be? Is your brand perceived as one of
a kind? What are the benefits of being perceived as a one of a
kind? What happens when your guests are disappointed? Would your
guests describe your brand as their friend? Slide 33 2015
BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com Anacortes the Center of Northwest
Enjoyment You are here 33 Slide 34 2015 BrandStrategy, Inc.
Developing A Destination Promisewww.brandstrategy.com Destination
Anacortes Paradigm Shifts 34 From: Small Town Visitor Mindset (On
Your Own) Gateway (Ferry Access) One of Many Destinations Off
Season (Seasonal) Drive Thru No Real City Center Competition To:
Island Escape & Authentic Village Guest Mindset (Exceptional
Service) Getaway One Of A Kind Destination (Preferred) Always On
(In Season) Lots To Enjoy! Create a Pedestrian Plaza Cooperation
Slide 35 2015 BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com Remember 35 Love life and life will
love you back. Love people and they will love you back. Arthur
Rubinstein Slide 36 2015 BrandStrategy, Inc. Developing A
Destination Promisewww.brandstrategy.com III. Collective Wisdom 36
Slide 37 2015 BrandStrategy, Inc. Developing A Destination
Promisewww.brandstrategy.com Proprietary Properties 37
BrandMindset, BrandPromise, Brandictionary, BrandPsychic,
Destination BrandScience and BrandStrategy are trademarks of
BrandStrategy, Inc. All other trademarks, brands and brand names
are the property of their respective owners and are used for
illustrative purposes only. No sponsorship, association or
affiliation with BrandStrategy, Inc. is intended or implied.
