James Stuart’s from “The Brand Company”

speaks at IHIF Asia about return on investments through solid brand management at IHIF Asia Pacific.
James Stuart heads hospitality brand management specialist The Brand Company. The Brand Company challenges the accepted definition and norms of brand building as financially irresponsible, arguing that brand development is as much an investment in organizational focus, effectiveness and efficiency as it is an underpin of customer acquisition and loyalty.

In his presentation James will highlight:

• Why the link between ‘People Development’ and brands is more fundamental to a hotel companies’ success than between Marketing and brands
• Why freeing the spirit of every team member and making mistakes is an integral part of building the most successful hotel brands
• Why the reality of the customer experience is a far more powerful driver of hotel brands than names, logos and marketing communication
• Why hotels should stop obsessing about standards and worry more about style and attitude as their key point of differentiation
• Why the CEO’s other job title should be the CBO (Chief Brand Officer)
• Why the COO should be replaced by a new role that guides and measures how the brand is built and nurtured through every customer touch-point
• Why all of this improves long-term financial health and generates better returns on hotel investments