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Process > Step One
Analysis, market research, strategic development, client workshops
Alianda visits your property, destination and/or corporate office for field research and discussions with key executives. We review the competitive environment and look at all existing graphics and previous marketing efforts. We assess strengths and weaknesses. For hotels, we consider property or chain-wide attributes including architectural styles, theming, interior décor, and location. A half-day workshop or phone conference is scheduled to isolate a set of key differentiators or branding concepts on which to base your identity and/or advertising program. In a follow-up session or phone conference, Alianda presents a variety of positioning statements based on our workshop discussions. In this session, we choose the one branding concept that will guide the development of all design and advertising. (next page)
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