The opposite end of the spectrum is brands that simply refuse to change. These brands are under the impression that the best way to take a historical approach is to leave things the way they are, the way they have always been. On rare occasion, when the place is so legendary and timeless it ages on its own like a wine, this is the only choice. Think Château Marmont. But usually if the brand is resistant to change, it becomes irrelevant.

The trick is to create a balance of old and new, and it can be crafted in a number of ways. The Jefferson Hotel has been an icon since 1923. When the hotel was redesigned in 2008, the Jefferson asked Tasty Concepts to create a new brand identity. Tasty chose muted colors, serif typefaces, and… Throughout the Jefferson experience, the influence of the hotel’s namesake inspiration is ubiquitous. The logo features a feather, and accent typefaces mimic the distinct character of quill on scroll. The names of the lounge, Quill, and restaurant, Plume, integrate the theme throughout. The materials used also spoke of elegance: stitched bindings, textured papers, and leather booklets. To update the feel, designers used ample white space and watermarked or embossed images.

The W Hotel started from the other end of the spectrum. The franchise’s image is built around hairline sans serif type and white lacquer furniture. The W moved into the space that previously held the Hotel Washington, a legend that many considered part of the city. Its intricate rugs and tapestries witnessed the intimate moments of heads of state and celebrities. In its new location, the W attempts to make opulence “meet modern cool.” Crystal chandeliers are lit with LED lights, Italian renaissance moldings are painted in stark white, and classic marble floor patterns are enlarged to a grand scale.

Hotels must be a part of the place in which they stand. This often provides a challenge in adding modernity without sacrificing elegance as in the case of the Jefferson, or putting a local spin on a brand image without losing edge like the W. But it is a challenge brands must face to stay in the present. To not get lost in the past, but at the same time to never forget it.

We all know a great concept can only take a company so far. How well you communicate that concept through branding and marketing directly effects your success. Well then why are new companies still losing business due to poor branding campaigns that do not attract the attention of their target audience?

Recently pet friendly concepts have been popping up around the US, from the new Pet Airways, a pet-friendly airline that can send your treasured friend all over the US, to pet spas and daycares. These new “pet-pampering” concepts are unique ideas that deserve a respected glance, but their innovative concepts can only provide them so much longevity and success. A dynamic marketing agenda, in conjunction with effective branding, catering to the proper audience is a necessity.  Unlike Pet Airways, who seem to have a fairly decent brand that communicates an “air” of wimsy, yet still appearing professional, some pet concepts seem to fall short with their branding campaigns. Paradise 4 Pets, a new pet boutique hotel in Chicago, has a great concept that coincides well with this new “pet movement”, but their overly energetic colors and poor font choices in their branding is the wrong approach for their target audience. Let’s be honest, in these “RET” (rough economic times), the consumers who are spending major bucks on pampering their pet are no “average Joes”. Paradise 4 Pets’ clientele are those who still have the extra cash laying around and therefore will expect a more dynamic and chic branding image that coincides with their type of travel and lifestyle.  A good example of such is Kimpton Hotel’s pet friendly lodging brand that caters to both their human and animal clients with sophistication and a touch of humor.

One of the most important aspects of branding is knowing who your target audience is. Identification of this group will the delineate the style and approach of the brand.  Obviously budget can be a limitation on the level of design, but it shouldn’t keep you from a well-developed and effective brand. A good branding studio, no matter the price they charge, should be able to design a brand that communicate your concept’s values and message effectively.

Here at Tasty Concepts we have been fortunate enough to work with the Sales and Marketing team at The Jefferson Hotel to design the re-branding for the hotel, Plume restaurant, Quill bar, and Spa. Transforming this elegant, sleeping giant into an updated, classy hotel and resort was no easy task.  The development of the new brand included even the smallest details, such as shopping bags, in-room video & papery, toiletry items, and chocolate boxes for the nightly turndown service.

Read more about The Jefferson Hotel and W at DC Modern Luxury

Look for The Jefferson’s ad in DC Modern Luxury this fall’s September issue, and its upcoming Grand Opening in late August.

Some argue it will decrease the price of domains and personalize the market, while others suggest it will only confused consumers more.

Read Brand Republic’s article to decide for yourself: Domain Name Changes

Once believed that those of Generation X would be the most trendy and forward thinking, those of Generation Y have proved that belief wrong.  Frequently toting more than just a smart-phone and laptop, Gen Y-ers expect from hotels and resorts a luxurious and full-service experience that can service all their travel and technological needs during their stay.

ALoft recognized this up-coming necessity and grabbed hold of the reins, creating a concept that would appeal to this new, trendy customer. Their hotels a more than just fresh and innovative, they are sexy, sleek, and effervescent.  For those more mature travelers, imagine the W Hotel with a more youthful and interactive approach. While the W Hotel was one of the first to take luxury hospitality to a pair-downed, clutter-free experience, ALoft goes beyond that idea with many innovative features, such as the Aloha Desk, which is open 24/7 to ensure an “easy, breezy check-in.”

Perhaps inspired by the new smart-phones, the touch-screen Aloha Desk is equipped with a Plug & Play system that has wireless connectivity and a docking station for PDAs, cell phones, MP3 Players, and laptops, all which can be projected onto a 42” flat screen TV.  Some other features of the hotel inspired from trends of today, such as a neighborhood market places and local bars and nightclubs, are the XYZ Mix n Mingle bar and the Grab n Go Gourmet market.  Of course, other luxury accommodation features, such as a gym, toiletry restocking station, and lounge, are available too.

The marketing and promotion of this hotel concept became the next hurdle for Starwood Hotels & Resorts to jump.  How would they portray this youthful, fun, and luxurious experience to their target consumer? Thus, the launch of their new interactive website reflecting ALoft’s brand value and vision.  And their site does just that with its fun and custom music playlist, maps and city guides for a better travel experience, and even online games to provoke and intrigue their young customers, like the DJ & Dance game that is a twist on Guitar Hero, again mimicking a new trend in the game and entertainment industry.

Overall ALoft’s brand values and forward-thinking are ever-present throughout its physical and cyber look and feel. It will not be a surprise if this hospitality trendsetter influences other hotel brands and chains for the generations to come.

Visit Aloft’s new website to explore further: Aloft Hotel

LONDON – Branding and design agency The Brand Union has teamed up with Goldmiths College in London to launch an international Master’s degree in brand development

The postgraduate degree begins in September. It will take an academic approach to studying branding and communications methods in their social, economic and political contexts.

The syllabus will also cover intellectual property rights, globalisation and changing media.

The Brand Union has collaborated with the universities to develop course structure and content. It will provide guest speakers throughout the course, share live client briefs and offer a placement with the agency at the end of the course.

The course was developed with James Curran, professor of communications and director of the Goldsmiths Leverhulme Media Research Centre.

Simon Bolton, worldwide CEO of The Brand Union, said: “The culmination of nearly two years’ worth of planning, this initiative is the most significant way we could realise our commitment to the next generation of branding and design talent.”>>

Above Information from: Brand Republic Article

In Edinburgh, Scotland, Rezidor Hotel Group has teamed up with famous Italian designer Missoni.  The interior of the new hotel will be clad in iconic Missoni designs – blacks, grays, and whites with splashes of bright colors in geometric prints.  Yet within this Missoni universe, reflections of Scotland’s heritage and environment are prevalent, such as Mackintosh’s Ladderback Chairs.  In essence, this hotel design brings a whole new concept of “Little Italy” to Scotland. Visit Hotel Missoni’s site to learn more: Hotel Missoni

The winds are blowing in south Florida with the unveiling of W Fort Lauderdale. Clodagh Designs used a vernacular style when designing the hotel’s two towers that soar over the oceanfront by mimicking the shape of a sailboat. Waves, seas, and sand became the inspiration for color and design. Clodagh was quoted saying, “When I walk into a hotel space, I want all senses to be enlivened.” More than enlivened, the design of the space will resonate with guests as fresh and innovative, promoting return visits. Visit W Hotels for more information: Starwood Hotels / W Hotel

Another unique hotel design is being hatched in Moscow with a contemporary Faberge egg inspired Mandarin Oriental Hotel.  Also unique to the Mandarin Oriental is the upside-down effect, where guests will check in at the top level, giving spectacular views of the Kremlin and Red Square below. Planned to open in 2011, the hotel will be more than memorable for all guests who stay.  Find out more about HOK’s design for the hotel at: World Architecture News.

The idea surrounding these designs and branding concepts is to create a “lifestyle brand” that increases customer and brand loyalty. Each of these hotels’ designs has aspects that appeal to the five senses, thus using Emotional Branding as an advantage over its competitors. In today’s oversaturated marketplace, creating a memorable customer experience is crucial to longevity. Emotional Branding creates this memorable experience by going beyond a simple theme for the brand and actually using tangible elements of the inspiration within the brand designs. Together Emotional Branding and a unique concept can create a “lifestyle brand” for the modern consumer. They will be able to relate their lifestyle experiences to this specific brand, and therefore chose that brand more frequently.