FerebeeLane helped conceive and develop the brand identity for Blackberry Farm .
BRANDING
Brand Building
FROM CHAINS TO INDEPENDENTS , ENLISTING THE SERVICES OF AGENCY GURUS TO BRING BRANDS TO LIFE IS ALL THE RAGE .
Contributed by RAYNA KATZ
At one time , perhaps before the 2000s , hotels largely could differentiate themselves simply by their brand name alone — and maybe a decent logo and some informative collateral . Not anymore . Today ’ s sophisticated travelers want not just a stay but an experience . To provide that , especially at the luxury level , hotels must set themselves apart in nearly every aspect of a guest ’ s stay , communicating their unique value proposition .
It ’ s a massive undertaking — and independent hotels aren ’ t the only ones retaining creative agencies . Properties with major flags , and even those in groups like Relais & Châteaux , are enlisting the help of such firms .
That ’ s because , in essence , branding delivers big returns . Advertising and creative
34 hotelsmag . com Mar / Apr 2024