If you’re not priced competitively—and have consistent service offerings, desirable locations, comparable amenities and some form of loyalty program—you’re not going to win in the hospitality industry. But these are the basic necessities of the hotel business today, not the basis for building brands. True branding should be a reflection of the customer. At its core, the brand should answer the all-important question: “Who am I when I use this product or service?” Think Apple, Starbucks, Ikea, Mercedes-Benz or any of today’s great global brands, and think of the imagery, feelings and connection they create among the ranks of loyalists. Sadly for the hospitality industry, with few exceptions, the definition of branding comes down to a couple of overly simplistic identifiers: class of service and price. Even if you look at ultra-luxury hotel brands such as Four Seasons, St. Regis, Ritz-Carlton or Waldorf Astoria, you will discover little to no brand differentiation. Get the full story at Naked Hospitality