This one-day executive workshop discusses new perspectives on branding in hospitality. It covers definitions of brands as emotional gut feelings rather than logos. Major trends are explored, including consumers prioritizing health and experts demanding more socially conscious brands. The rebranding of Ibis Hotels is presented as a case study, moving from old to young, simple and clear. The workshop teaches branding communication and corporate culture must align with core values.

1. one day executive workshop
The New Perspective of Branding in Hospitality
with David Setiawan
dwdove dwdove_83 dwdove.com dwdove
Brand Specialist CREAinc

2. 01 brand: introduction
How well you know about brand?
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3. What is a BRAND?
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9. Brand is a LOGO?
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13. What does Brand stands for?
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14. FACT : Our Market is Cluttered

15. TODAY the REAL COMPETITION
DOESN’T COME FROM COMPANY
IT COMES from CLUTTER
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16. MARKET CLUTTER
comes in FIVE forms
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17. MARKET CLUTTER
comes in FIVE forms
Product CLUTTER
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18. MARKET CLUTTER
comes in FIVE forms
Product CLUTTER
Feature CLUTTER
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19. MARKET CLUTTER
comes in FIVE forms
Product CLUTTER
Feature CLUTTER
Advertising CLUTTER
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20. MARKET CLUTTER
comes in FIVE forms
Product CLUTTER
Feature CLUTTER
Advertising CLUTTER
Message CLUTTER
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21. MARKET CLUTTER
comes in FIVE forms
Product CLUTTER
Feature CLUTTER
Advertising CLUTTER
Message CLUTTER
Media CLUTTER
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22. A WEALTH OF INFORMATION
CREATES A POVERTY OF ATTENTION
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23. OUR BRAINS ACT AS A FILTER
TO PROTECT US FROM TOO MUCH
INFORMATION
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24. WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.
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25. How can you see the
different within the Clutter?

26. some will say ADVERTISING
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27. Traditional ADVERTISING is DEAD
WHY?
1. People don’t trust Advertisers
2. People don’t like intrusive, one-way conversations
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28. What will replace ADVERTISING?
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29. BRANDING
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30. WHY IS BRANDING SO HOT ?
1. People have too many choices and too little time
2. Most offerings have similar quality and features
3. We tend to base our buying choices on trust
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31. The main purpose of BRANDING is to
get MORE PEOPLE to buy MORE STUFF
for MORE YEARS at a HIGHER PRICE.
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32. Not a LOGO
So what is a BRAND exactly? Not a CORPORATE IDENTITY
Not a PRODUCT
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33. A BRAND IS A PERSON’S
GUT FEELING
ABOUT
A PRODUCT, SERVICE,
OR ORGANIZATION.
IT ! !!
H IS IS
T
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34. IT’S A GUT FEELING BECAUSE PEOPLE
ARE EMOTIONAL, INTUITIVE BEINGS.
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35. IT’S A PERSON’S GUT FEELING
BECAUSE BRANDS ARE DEFINED BY
INDIVIDUALS,
NOT COMPANIES, MARKETS OR THE PUBLICS.
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36. in other words...
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37. IT’S NOT WHAT YOU SAY IT IS.
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38. IT’S WHAT THEY SAY IT IS.
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44. IT! !!
H IS IS
T
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46. BRAND
Communication
Corporate Culture
Core Values

47. 02 market trends
How you understand the market nowadays
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48. 6 major trends in the world today...
1 4
Consumers are worried about their
More flexible and responsive brands
health and well-being
2 5
Brands able to understand the complexity
of their customer’s personality Demanding consumers became experts..
3 6
...and more aware of socially and
Brands with strong emotional value, environmental concerns
a design-oriented experience workshop

49. 6 major trends in the world today...
4
1
Consumers are worried about their
health and well-being
2 5
Brands able to understand the complexity
of their customer’s personality Demanding consumers became experts..
More flexible and
3 responsive brands
6
...and more aware of socially and
Brands with strong emotional value, environmental concerns
a design-oriented experience workshop

50. 6 major trends in the world today...
1 4
2
Consumers are worried about their
More flexible and responsive brands
health and well-being
5
Demanding consumers became experts..
Brands able to understand the complexity
3 of their customer’s6personality
...and more aware of socially and
Brands with strong emotional value, environmental concerns
a design-oriented experience workshop

51. 6 major trends in the world today...
1 4
3
Consumers are worried about their
More flexible and responsive brands
health and well-being
2 5
Brands able to understand the complexity
of their customer’s personality Demanding consumers became experts..
Brands with strong emotional value,
6
a design-oriented experience of socially and
...and more aware
environmental concerns
workshop

52. 6 major trends in the world today...
1
4
More flexible and responsive brands
2 5
Brands able to understand the complexity
of their customer’s personality Demanding consumers became experts..
Consumers are worried about
3 their health and well-being
6
...and more aware of socially and
Brands with strong emotional value, environmental concerns
a design-oriented experience workshop

53. 6 major trends in the world today...
1 4
5
Consumers are worried about their
More flexible and responsive brands
health and well-being
2
Brands able to understand the complexity
of their customer’s personality
Demanding consumers became experts..
3 6
...and more aware of socially and
Brands with strong emotional value, environmental concerns
a design-oriented experience workshop

54. 6 major trends in the world today...
1 4
6
Consumers are worried about their
More flexible and responsive brands
health and well-being
2 5
Brands able to understand the complexity
of their customer’s personality
...and more aware of socially and
Demanding consumers became experts..
3 environmental concerns
Brands with strong emotional value,
a design-oriented experience workshop

55. 6 major trends in the world today...
1 4
Consumers are worried about their
More flexible and responsive brands
health and well-being
2 5
Brands able to understand the complexity
of their customer’s personality Demanding consumers became experts..
3 6
...and more aware of socially and
Brands with strong emotional value, environmental concerns
a design-oriented experience workshop

56. Put Your Head On My Pillow
THE REBRANDING LESSON OF IBIS HOTELS
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58. Before After
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59. Before After
old young
not too simple simple
not too clear clear
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60. DNA of the new ibis brands:
modern
simplicity
well-being
(comfort)
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61. The Application...
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62. one day executive workshop
The New Perspective of Branding in Hospitality
with David Setiawan
dwdove dwdove_83 dwdove.com dwdove
Brand Specialist CREAinc