Building and communicating a brand beyond the visual By A.D. Thompson Coca-Cola ties itself to nostalgia, simplicity, happiness. Apple, meanwhile, remains something of a status symbol, its cutting-edge rep still inspires loyalty that has fans lining up on new product release day. Patagonia lives and breathes sustainability, appealing to the environmentally minded. … [Read more...] about The Declarations of Independents
Marketing
The Business of Belonging
Building guest loyalty through inclusive marketing By Amy King A recent Expedia study found that 70 percent of underserved travelers are more likely to plan trips when they see themselves portrayed in travel promotions. But only 15 percent of underserved travelers feel that they are authentically represented. When these travelers feel seen, they are more likely to … [Read more...] about The Business of Belonging
Standing Out
How to Build a Personal Brand That Sets You Apart By A.D. Thompson “I think, as just personality, I am like Tomahawk,” said Yulia Houghtaling, in an accent best described as tellme-you’re-from-Russia-without-telling-me-you’re-from-Russia. Whether she was referencing the Indigenous axe, or the missile that references the Indigenous axe, either way, it … [Read more...] about Standing Out
Silos Out, Synergy In
How Collaborative Sales and Marketing Strategies Are Shaping Hotel Profitability By Christine Preusler While working as a revenue manager early in his career, Calvin Tilokee encountered a property with a storied past – a converted hat factory once home to pioneering women in the 1920s. Yet the hotel’s marketing was disappointingly generic, relying on bland visuals that … [Read more...] about Silos Out, Synergy In