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Jan 3, 2024

Navigating the Unfamiliar: The Crucial Role of Objectivity in Hospitality Branding

We all understand that hospitality branding goes beyond visual elements like logos and guidelines; it involves a meticulous strategic endeavor that defines the essence, values, and experiences associated with a specific locale. A crucial question arises: can one truly comprehend a place without a lived experience?

In the face of increasing competition and a desire for distinctiveness among global travelers, maintaining objectivity in the branding process becomes essential. Embarking on a journey of discovery, reminiscent of our expedition for Kona Village, A Rosewood Resort, our objective is to uncover meaningful narratives and explore cultural nuances, avoiding assumptions tied to preconceived notions. Our strategic approach requires maintaining detachment to gain an informed perspective—enabling us to reveal profound brand truths, analyze the elements shaping its allure, and establish a solid foundation for the future.

Objectivity in the creative landscape empowers us to project a future state of existence, crafting a vision that withstands the test of time. It ensures that the brand not only reflects the aspirations of stakeholders but is also deeply influenced by the cultural trends we scrutinize daily.

Our singular duty is to carve out the most effective positioning in our audience’s minds so
that they eagerly anticipate the prospect of experiencing the essence of the property firsthand.

As custodians of creativity and marketing, it is crucial to consistently remind ourselves that we are not the ultimate audience, or at least, we should refrain from assuming such a role. Our singular duty is to carve out the most effective positioning in our audience’s minds so that they eagerly anticipate the prospect of experiencing the essence of the property firsthand.

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