The Brand Man Speaks

The Brand Man Speaks launches "@elitalks" on twitter for current updates on marketing news

Beginning today, The Brand Man Speaks launches its first twitter account @elitalks to provide its readers with faster more current and sometimes of the moment comments on what's happening in our world of consumption.

Using twitter for its greatest strengths, @elitalks will comment on news, rumors and information as it happens/surfaces that sparks a Brand Man response or reaction.

Please sign up for my twitter account.

Thanks

Eli

Holiday Inn pushes re-branding effort to survive and compete in today's hospitality marketplace

Holiday Inn, one of the country's oldest and largest chains of hotels and an icon on the highways of America is pushing to complete an aggressive total re-branding plan to become more competitive in the increasingly crowded hospitality industry.

All franchisees are required to massively upgrade properties to be allowed to keep the affiliation which is key to bookings (and profitability). Upgrades are noted to cost upwards of $250,000 per hotel. This hefty price tag is weeding out the older seedier properties that have kept the brand's image below par and pushed target guests to other chains like Hilton Garden Inn and Marriott's Courtyard.

A Wall St. Journal report says the corporate mandate forced out over 700 properties since 2005; some property owners were not even allowed to upgrade because it was felt their hotels were no longer appropriate for the Holiday Inn brand.

The upgrade comes as consumers at all levels of the price spectrum now expect more amenities and comforts (upgraded beds, linens, fitness centers, restaurants, iPod stations, free wifi) and are making decisions based on which brands offer the best value for the experience. Consumers clearly like newer properties over old ones; and if they are old properties the charm of age must be accompanied by the conveniences of today (and tomorrow).

Additionally, as the recession seems to be behind us (somewhat) hotel chains now see it as imperative to have the best product in the market now to snatch travelers as they begin to travel and spend more.

It has taken Holiday Inn a while to get this effort really moving as they lost valuable ground to Marriott over the past decade. Hilton got a head start over Holiday Inn by determining sooner that like Marriott they needed to offer more budget conscious business and leisure travelers mid-level amenity oriented properties as the higher end hotels suffered during the recession.

To many baby boomers, Holiday Inn is a 50s/60s brand they experienced mostly with their parents on family trips across the US and are less likely to choose the brand over Marriott when price is either at parity or isn't the key decision point.

Watching out for you everyday.

Eli

 

 

Sears Tower to be called Willis Tower; will brand change undermine iconic skyscraper?

When Chicago became home to the tallest building in the world (now eclipsed by buildings in Asia) it was an important milestone for the windy city giving it great cache and bragging rights over New York. Retail giant Sears was the building's primary tenant and since the 70s when the huge building was opened it instantly became a notable US landmark: The Sears Tower.

Now the building's owners are changing its name to Willis Tower to reflect its new largest tenant, Willis Insurance out of London. And a great debate has ensued.

Ballparks, stadiums and notable buildings make a bundle when they sell rights to name their structures to high paying sponsors or building tenants. Names change often in this world as one company's fortunes decline another takes up the helm with new naming rights and signage.

In the case of the Sears Tower, the brand ID for this impressive structure that just opened an observation deck of glass hanging off the top of the building, is key to its stature. It has been called the Sears Tower since day one and changing it now seems a bad move. The Sears Tower is more than a sponsorship or important tenant name (Sears has NOT been a tenant for over a decade or more). It is a name tied to the building itself; its Brand ID. Sears is still based in the Chicago area and although not the major retailer of the past, it still is a important retail player US wide and closely tied to its Chicago area roots.

Additionally, the name Willis just seems flat doesn't roll off the tongue and somehow in my mind will diminish the iconic nature of the "Sears" Tower.

I have read the name change is a done deal but does that mean it is a good idea when it comes to tourists and Chicago's brand? It will take a long time for people to "forget" the Sears Tower brand and ask to be taken to the Willis Tower. Further, naming the building after an obscure English insurance company no one in the US knows about or cares about also seems foolhardy and anti-American, no?

Fans of the Sears Tower are taking their case to the world via Facebook and other social media to try to generate enough negative support for the new name to try to force the building's owners to not change the name. They also are seeking landmark status for the building and its name (although the building is not old enough for such a status as those things go), hoping a government decree will make it impossible for Sears to be replaced with Willis.

Some have said changing the name of the Sears Tower would be like changing the name of the Empire State Building or Eiffel Tower...it just wouldn't be done no matter how much money was put up for the rights. What do you think?

Watching out for you everyday.

Eli

South Beach becomes party central: Art Basel Miami year 6 begins next week-by Eli

Continuing an effort I started last year I will be providing on-site commentary on what is billed as the "world's biggest party for art collectors": Art Basel Miami 2007.

You don't know about Art Basel Miami? Blogger Face Hunter  (who writes for MySpace fashion) says this event was original started as a cool place for art loving New Yorkers to go to get out of the freezing cold in December, (Yes, it is snowing in New York City today!) and now is an event bringing people from all over the world to Miami for a 3-5 days.

This year there are more satellite art shows than ever as more and more galleries and artists vie for the millions of dollars that will be spent in Miami next week. This event brings a huge concentration of wealthy individuals from around the world.....some celebrities...but mostly highly successful individuals with names most Americans have never heard.

One would expect a huge influx of art buyers from Europe and Russia given the weak dollar, the strong Euro and the vast number of Russian Billionaires (yes Billionaires) that have been created in the past few years.

Private Jet company NetJets (story details here)  says it is sending more planes to Miami for Art Basel than were used to ferry the rich and famous to any Super Bowl ever. That says alot about the amount of power brokers going to sunny South Beach for a few days. Hope the super-trendy enclave doesn't sink!

The most notable new art venue this year is Art Miami which will join the namesake event Art Basel and Pulse, Flow, Design Miami, Scope, Photography Miami among others.

Stay tuned for the show.

Watching out for you everyday.

Eli

Details of SEC case against illegal junk fax user ConnectAJet released-by Eli

Connect-A-Jet, a private jet booking entity, investment solicitation efforts were recently suspended by the SEC as discussed in a previous blog entry.

The Brand Man Speaks had "outed" Connect-A-Jet for its use of illegal junk faxes to raise investment funds encouraging readers and "victims" of this late night abuse to communicate with authorities about this illegal business activity.

Today Aviation International News released the details of the SEC's actions which in part include references to our activities to stop Connect-A-Jet. The SEC has warned investors to not trust any information they have obtained in any form about Connect-A-Jet and the article below has numerous statements from companies allegedly partnered with Connect-A-Jet denouncing their actions and distancing themselves from any association with this company.

Here is the article: Connect-A-Jet/Aviation News .

This is an important victory for anyone who receives illegal junk faxes in the middle of the night.

Watching out for you everyday.

Eli

Southwest gets smart: Spins skimpy dress mess into savvy sales pitch-by Eli

Southwest Airlines turned the messy skimpy attire incident with Kyla Ebbert into a smart public relations and marketing move.

First, as recommended by the Brand Man Speaks when this story broke, Southwest announced today they would give Ms. Ebbert two free tickets to make up for the embarrassment they caused her. (read more details here on MSNBC online )

Then airline CEO, Gary Kelly, announced a "skimpy" fare sale for the next ten days along with a very personal apology to Ms. Ebbert which will be made public on an upcoming episode of Dr. Phill.

Ms. Ebbert wasn't too shy about taking this matter, which Southwest now says was "handled" weeks ago in August, to the public and milking it for all it was worth. Talk and news shows have been requesting her appearance almost daily.

The airline that has always been known for its sense of humor and fun did the right thing and turned a negative into a positive with grace and humor that will go along way to ensuring the Southwest brand retains its strong market position and brand loyalty.

The bigger issue now for the entire airline industry is to make some decisions about passenger attire and behavior (or not). If they are going to do something it should be very public, reasonable and supported by all airlines. There is no doubt from the emails I received on this subject that many Americans feel that attire worn by both men and women in such public settings has reached a new low (pun intended) and just might need some re-dressing (pun again intended).

Watching out for you everyday.

Eli

Martha Stewart takes her brand into space with style-by Eli

Martha Stewart fine living guru and come-back "branding" Queen is taking her image and style into space...becoming the first domestic diva to cross over into other worlds.

Space tourist, Charles Simonyi, currently training in Russia for an upcoming trip, will dine on Stewart's custom planned menu while on-board the Space Station.

The menu which includes Quail in Madrian wine and Duck with capers will be shared with both Russian and American astronauts at the Station.

Apparently Martha is using her romantic relationship with Simonyi to reach "new markets". She's never one to be shy in her efforts to Martha-ize the world.

Despite her criminal set-backs, Stewart remains one of the great brand entrepreneurs of our time and clearly understands her audience and how to keep them loyal by taking them on new exciting brand building journeys. Who else is better suited to explore easy to make and serve gourmet food in outer-space?

Read the CNN Story: Martha in Space

Watching out for you everyday.

Eli