They are like a three-legged stool that serves as the foundation for the guest experience. Especially with lifestyle brands that appeal to travelers on an emotional level, the concept of regularly refreshing the brand and ensuring it works at every customer touch point – from design and color to nuance and tone – has become a critical part of how hotels and hotel companies do business. Members of HSMAI’s Marketing Advisory Board recently discussed how they are refreshing their brands, and their short- and long-term priorities along the way. What are they thinking about? Get the full story at HSMAI