Hotel Branding: Aim for the intelligence

The concept behind the Holiday Inn Express brand certainly should be "smart".
Customers are bound to feel a greater sense of intelligence after staying at
Holiday Inn Express because they have recognized and capitalized on good
quality for a great price. With a reputation for quality Holiday Inn for a reasonable
prices that support the brand, Holiday Inn Express should have a win-win status in
consumer mentality and should also increase the effectiveness of the Holiday Inn
parent brand. The current messaging for Holiday Inn Express accomplish this
status? We think not.

Many brands use messaging that makes the customer feel as if intelligent
has made the right choice. Wal * Mart and Target are examples of brands that guarantee
the customer that if he shops at their stores, he avoids the embarrassment of
overpaying and not finding what he wants / needs. Customers not only like to know
matter that their purchases, they like to know that their choices matter. Brands
give customers the real affirmation that they have "done the smart thing" will be
successful. This statement must be evident through the execution of the mark, which
includes marketing and advertising. The message must be clear to both
customer and clearly demonstrated by the mark.

He Holiday Inn Express has an infallible brand message? If Yes Holiday Inn
Make convey this message and run properly? According to our model of brand
Steal at Share, it is a short. In fact, if one reads like the "Stay Smart"
campaign began, the brand is more superficial than it appears again. Second
customer surveys conducted before the campaign, the two reasons why
customers felt more experts to stay at a Holiday Inn Express were given free breakfast and free local
calls. Perhaps these two elements has created a little 'more of an advantage for more than HIE
other limited service establishments, but this type of table stakes are not what
fuels real brand. Clearly the right questions were not asked. The customer
connection with the brand should go deeper than the cinnamon.

Moreover, the spots for the campaign "Stay Smart" contribute to
continuous surface run mark for HIE. For example, one commercial opens
on a group of researchers are around the microscope, observing a strain of
Ebola virus. The man standing in front of the microscope explains'
characteristics of the virus and proceeds to beat the champion off the table,
ensuring that the group was not in flight. When his colleague asked him how long
has studied the virus, the man replies: "Well, I'm not really a scientist.
But I did stay at a Holiday Inn Express last night. "

Several other commercials followed a similar pattern. One commercial showed a
man who had not graduated beyond the seventh grade winning Jeopardy because
housed in a HIE the night before. While the commercials are humorous and
borderline ridiculous, show a rather narrow interpretation of the brand.
Although the commercials are effective short-term brand awareness and
Recognition, Enforcement of this mark is generally unsatisfactory because the customer will be
not a serious option to consider the brand. If nothing else, the brand has become more
a joke from consumers to people described as blatantly ignorant
customers of the spots. The brandface, or the perception of customer
himself when he uses the brand, not an intelligence. In reality this brandface
teases the intellect rather than strengthen it. This failure to perform is more to
guilty of brand management with respect to the creation of advertising. Unfortunately, in all
industries, directly influences from each other.

Humorous commercials are memorable and fun, but not the brand
directly reflect the customer and benefit from this type of performance? In the case of
Holiday Inn Express, we argue against this method. The execution of the brand began with
benefits category rather than the belief systems of clients. Advertising
had to rely on a general campaign of fire "Stay Smart" without knowing what
being smart really meant to target. To correct this problem,
Holiday Inn Express would need to step back, see what their
customers want / need from their brand and their brand to meet the challenge
these expectations. They need to get a full perspective from the outside-in
market.

The "Stay Smart" campaign was effective to obtain the name of HIE out in the market,
but this is where the effectiveness remains. Actual brand of success goes beyond the
reiteration of a funny punch line. The "Stay Smart" messaging does not strengthen the
mark as a tangible option for the customer. The mood, in this case, actually
creates distance between the brand and the customer.

Overall, the Holiday Inn is all about quality for a reasonable price, and Holiday Inn Express
can make that message work as well. Holiday Inn Express needs to carry this
message with a little honesty 'over and the client's perspective, in order to own real
real estate in the mind of the customer looking for a reasonable hotel accommodation. In
Short, "smart" must be more intelligence of the customer with respect to the
business intelligence and his agency .......