Creative Strategy and the Business of Design by Douglas Davis

Author:Douglas Davis
Language: eng
Format: epub, mobi
Publisher: Adams Media
Published: 2016-06-13T18:30:00+00:00

The True Discoverers were defined as the people who find the latest gourmet spot before the food critics do, who are the first to tweet the latest breaking news, who constantly seek. They value being first to be “in the know.”

The Armchair Discoverers, on the other hand, were defined as the people who enjoy learning about the latest interesting events through curated e-mails for those in the know, who are among the first to tweet the latest breaking news, and who may aspire to be true discoverers.

In order to make our strategy actionable, we needed to appeal to the two targets’ intersecting passion points: making discoveries and sharing them. To do this, I took a deeper look at the brand promise. What I realized is that we had an opportunity to focus our content and experiences on four key themes found in the brand promise—destination (“where”), occasion (“why”), differentiation (“something”), and discovery and exploration (“to be found”). Each of these themes would be represented across every potential consumer touchpoint from key cards to concierge services to social media activities to our website. Our aim was to make people who engaged with the Renaissance brand feel excited and validated by creating a sense of secrecy. If they know Renaissance and what it has to offer, then they are living the ultimate proof that they are in the know.

By focusing on four key themes taken directly from the language of the brand promise, we were able to bring the brand promise to life and create a program that helped differentiate the hotel from the competition. This program provided a means to keep pace with their guest’s nomadic curiosity by recommending new and interesting places and activities. Ultimately, Renaissance became the secret our audience was tempted to share.

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