Introduction to Protean Hospitality Partners

© Protean Hospitality Partnership


Our Vision and Mission

Vision To be THE global hotel brand experts Mission Applying a unique methodology that integrates emotional and rational brand drivers to better understand, define and build differentiated consumer-centric brands


Who We Are

We’re a boutique brand strategy advisory firm focused on helping our hospitality clients drive growth We combine our business/category expertise with tenacity, balancing rigor and creativity, to uncover new opportunities for your brand. We work with a network of partners & collaborators to help operationalize the strategy


Rain-ma-ker (rAn'mA"kur) A person, who causes it to rain, not by making it rain, but by bringing together the environmental, human and spiritual components that together make the perfect conditions for the rain to fall. Strategic Rainmaking™ Creating an environment of knowledge, enthusiasm and alignment that crystallizes strategic solutions and brings them to the forefront into action and meaninginful results


ACCELERATE ROI

RESEARCH Understand the

company, category and

consumer

BRAND Understand and define a

OPERATIONALIZE Align people, process, and

systems to brand promise

What we provide: Research | Brand | Operationalization


Understand and Define a Relevant and Differentiated, Experiential Brand

Understand The

Experience and Brand

Drivers

Brand Essence;

Value Proposition

and Positioning

Brand Architecture

Brand Portfolio Management

and Optimization Strategies

New Product Development

What we provide: Brand Strategy


Understand The Company, Category

and Consumer

Brand Audits

Psychological Archetype

Studies

Anthropological Ethnographic Observations

Semiotics Analysis

Qualitative and

Quantitative Research

Prediction Markets

What we provide: Research


What we provide: Research - powered by:

HOT Score (Impulse to Act)

SPEX Score (Decision to Act)

Emotional and Personality “FEEL” Attributes

Rational “THINK” Attributes

Our partner, Hotspex powerfully predicts success based on what consumers FEEL (emotions and perceived personality) and what they THINK in response to brands, concepts and communications.

What we provide: Research | Brand | Operationalization


NEGATIVE DRIVERS

Negative attributes do not appear in driver maps, but they are shown in the Hotspex Heatmaps.

Drivers are plotted against a dependent variable (purchase intent) in order to calculate a derived impact score.

Looking beyond the obvious…


TABLE STAKES

The cost of entry into a category, these attributes are important but not proven to be a strong driver of choice.

Derived Impact on Brand Choice / Purchase

Not acknowledged to be very important, but proven to significantly influencing choice.

HIDDEN DRIVERS

Claimed to be important, and proven to significantly influence choice.

KEY DRIVERS

Neither claimed nor proven to be important.

UNIMPORTANT z z

Stat

ed /

Cla

imed

Impo

rtan

ce


Like You

The map represents the way consumers see the world and relate to brands…



The degree of “Heat” is represented by the % of respondents who selected an attribute. The ‘redder’ the color, the higher the % of respondents.


100%

1%


Align Business Process to Customer Experience and Value

Proposition

Customer Odyssey

Model

Operationalizing The Business

Units

Executive Management

Training Seminars

Human Capital Development

Programs

Brand Impact Evaluation Systems

What we provide: Operationalization


Track And Measure The

Outcome: Course Correction and

Resource allocation

Qualitative On-site

Evaluation

Tracking Studies

Touch Point Audits

Brand Scorecard

Stakeholder Response

What we provide: Success Measurement & Course Correction


*Reference to “The Wisdom of Crowds” by James Surowiecki, Anchor Books, 2004

We make the conditions right so it wants to rain. And we rely on the Wisdom of the

Crowd*

Close partnership

Frequent workshops

and updates

Fluid and organic

approach

Nobody knows what they don’t

know

Everybody contributes

equally

The marketplace

reigns supreme

Our approach is collaborative and interactive


◦ The experience is the brand, and your brand is your business

◦ Brands are about creating emotional connections; over 50% of purchase decisions are emotionally based

◦ Experiential branding is the discipline of translating features and benefits into meaningful experiences, and building businesses and brands around these relevant differentiated experiences (RDE©)

◦ Experiences are co-created: Marketers define the inputs, provide clues and deliver triggers

(based on consumer needs/wants); Consumer engages in the experience and forms judgments based

on who he or she is at the time of contact

What we believe about Experiential Brands


◦ Great hotel brands speak directly to the heart of guests before, during and after their experience

◦ Great hotel brands constantly surprises and delight in big and small ways

◦ Great hotel brands excel in mass localization: articulating a central brand idea through a network of intimate, locally devised and uniquely relevant experiences

◦ Hotel advertising and communication must trigger the emotionality of the experience, but the brand MUST deliver on the promise Align to the business system

What we believe about Hotel Brands


◦ There are two predictors of brand success: relevance and differentiation

◦ Emotions are the great sustainable competitive advantage

◦ Features, attributes and benefits can no longer sustain brands

◦ There are very few products that somebody cannot copy exactly and sell for a little less or improve on and sell for the same price

◦ Creating a relevant differentiating experience (RDE©) is the most effective, most efficient, means of creating sustainable differentiation

What we believe about differentiation


Hospitality, Travel and Leisure Aeroplan Air Canada Canadian Tourism Commission Cara Foods Delta Hotels Fairmont Hotels and Resorts Fallsview Casino Metropolitan Hotels VFM Leonardo Prime Restaurants The Greater Washington Board of Trade The Newstead Belmont Hotel (Bermuda) Tourism Toronto Travel Gay Canada Via Rail Bell / BCE

Other Categories American Express Brookfield Properties Dell Canada Deloitte Consulting General Motors IBM Ministry of Economic Development and Innovation Ministry of Research and Innovation Pepsi Frito-Lay Procter and Gamble Rotman DesignWorks Second Cup Shoppers Drug Mart Sport Chek

Our experience


About Laurence Bernstein Laurence Bernstein has a diverse background of marketing, research and business consulting experience, culminating in his current focus on making companies and products grow by aligning business goals with customer experiences. Over a twenty five year career in advertising, marketing and consumer research, he has developed experiential positioning and brand strategies for major hospitality, automotive, financial services, and CPG companies. He is currently managing partner at Protean Strategies, a boutique consultancy he founded in 1998. Laurence is a graduate of Cornell University and has held senior management positions with Westin Hotels and the Canadian Restaurant Association before starting his career in communication and strategic marketing consulting. As an advertising professional he held senior positions with Y&R Brands, TBWA Chiat Day and led the retail advertising division of Saatchi and

Saatchi in Canada. He founded Protean Strategies and BC3 Strategies fourteen years ago. He has been a leader in describing the experiential approach to luxury hospitality branding, and has developed several proprietary hospitality brand audit and emotionality measurement methodologies. Laurence has authored numerous articles and white papers on experiential branding, and is a sought after speaker on brand and customer experience design. He has led seminars and lectured at Cornell University School of Hotel Administration, Johnson Business School; University of Toronto; Schulich Business School, Ontario College of Art and Design, to name a few.


About Peter S. Drummond Born and raised in Montreal, Peter has over 26 years of experience in business and brand strategy, and design. Peter brings wisdom, creativity and experience to the Protean Hospitality team. Peter has held a variety of senior positions in Montreal and Toronto: Operating as a Principal at PSD Consulting, VP & GM at Identica Branding & Design, Managing Director at Nucleus Core Strategic Properties, and Senior Strategist/Designer at Axion Inc. Peter’s vast experience includes creating and launching LEVEL5 Strategy Group. Peter has led significant strategy projects for: Aeroplan, Second Cup, Shoppers Drug Mart, VIA Rail, Brookfield Properties, Rotman DesignWorks, Tourism Toronto, The Newstead Belmont Hotel (Bermuda), The Bank of Bermuda, and The Greater Washington Board of Trade and The Ministry of Economic Development and Innovation (Ontario).

Nominated to Who’s Who in Marketing and Who’s Who in Canadian Business 2000, Peter graduated from Virginia Commonwealth University (Richmond, Virginia) with a BFA Communication Arts & Design. He also attended the Graduate School of Business Executive Management Program at Columbia University and is a frequent lecturer at the Rotman School of Management (University of Toronto).


80 Cumberland Street Suite 1503 Toronto, ON M5R 3V1, Canada (416) 967.3337; fax (647) 258-9651 www.proteanstrategies.com

For more information on Protean Hospitality Partnership call Laurence Bernstein 416.967.3337

[email protected] [email protected]

Documents

Introduction to Protean Hospitality Partners