ATTA Presentation 10.23.09
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, I mage Brandi ng and St oryt el l i ng
Transcript of ATTA Presentation 10.23.09
, I mage Br andi ng andSt or yt e l l i ng
Presented by
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Edward Wachtman & Sheree JohnsonFounders & Partners
StoryTellings ConsultingT: 604.947.0460|M: 604.505.0910E: [email protected]
Mark CampbellPrincipal
Solaia ConsultingM: 206.910.4790E: [email protected]
Case Study: Kimpton Hotels & Restaurants
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Key Findings from StoryTellings™ Research
Whimsy
Foodand wine Diversity/
Individuality
Authentic
Fun
Celebration
People
Style
Legacy
Socially responsible
Soul
Transformation
Haven
Save my day
Free to be meGive to get
Enduring bonds
I belong here…and I’m better for it
Graphically the Kimpton Brand is:
Colorful, Whimsical, Fun, Stylish,Energetic and…ROUND!
Goldfish
RestaurantsAnimal Print Robe
Wine Hour
Before/After Logo
Stay true to you ®
Elevator Posters
Key Cards
Directory
( The Power and) Pitfalls of
-Being an Ins ide Out Brand
≠ logo≠ name≠ label≠ mission
statement
A br and i s . . .not a
every cus tomer touch point & every as pect of
the cus tomer experience adds up to create a’ company s brand identity
’ Don t mis s the bigpic ture
“ An effec tive brand s trategy s tarts with a thorough
’ examination of your brand s, DNA the building block that
determines how your cus tomers s ee you and how
well your brand mes hes with .the ir needs ”
- Sergio Zyman
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Res earch
reduces
yourchan
ces of
.
being wron
g
AdventureTravel... why it mattersnow... why it matters
more in thefuture
Transformation
Deep appreciation
Web of life
4 f’s•Fun•Food•Family•Friends
Sustainability•Environmental•Economic•Cultural/social Give to get
Exotic•People •Places•Animals
Survival
Growing•Learning•Sharing
Awakening
Engagement
Discovery
The real thing
PurposeHope
Legacy
Advent ur e Tr ave l . . .i s about
StoryTellings™ research for ATTA, summer 2009
Transformation
Deep appreciation
Web of life
4 f’s•Fun•Food•Family•Friends
Sustainability•Environmental•Economic•Cultural/social Give to get
Exotic•People •Places•Animals
Survival
Growing•Learning•Sharing
Awakening
Engagement
Discovery
The real thing
PurposeHope
Legacy
Advent ur e Tr ave l . . .i s about
StoryTellings™ research for ATTA, summer 2009
YOUR COMMUNICATIONS
…CHALLENGE
How is your organization a
unique ‘ chapter’ in the Adventure
Travel story?
Di s c ove r i ng & Wr i t i ng Your
St or y
You are the only_ _ _ _ _ _ _ _ _ .that
WHAT is your category?HOW are you different?WHO are your customers?WHERE are they located?WHY are you important?WHEN do they need you?
: Example A fic tional winebar
:WHAT The ONLY chain of wine bars: HOW that builds community around
education:WHO for men and women of drinkingage
:WHERE in c itie s and progres s ive towns in the US
:WHY who want to learn more aboutwine
:WHEN in an era of cultural awakening
: Example Harley Davids on
:WHAT The ONLYmotorcyc lemanufacturer
:HOW , that makes big loud motorcyc les:WHO ( for macho guys and macho
)wannabees:WHERE mos tly in the United States
:WHY who want to jo in a tribe ofcowboys
:WHEN in an era of decreas ing pers onalfreedom
Write your Only s tatement
WHAT is your category?HOW are you different?WHO are your customers?WHERE are they located?WHY are you important?WHEN do they need you?
:The “when” is common to all
in a time when swift and decisive action is required to heal our planet and restore a
sense of balance to all we do.
… !Your turn give it a try
:WHAT The ONLY adventure trave l touroperator
:HOW …that:WHO …for
:WHERE …that res ide in:WHY …who
:WHEN in a time when swift and dec is ive action is required to heal our
planet and res tore a s ens e of balance to . all we do
Thank you!
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Edward Wachtman & Sheree JohnsonFounders & Partners
StoryTellings ConsultingT: 604.947.0460|M: 604.505.0910E: [email protected]
Mark CampbellPrincipal
Solaia ConsultingM: 206.910.4790E: [email protected]
