entonces? ola! que hub ue hay ! com vamos? hola
brand strategic framework brand strategic framework - hotel b3 - 2015 Š
brand strategic framework - hotel b3 - 2015 Š
content
1. mission statement 2. company core values 3. belief system 4. unique selling proposition 5. what does the brand say about its customers? 6. tag line 7. what does the brand look like 8. how does the brand talk 9. brand character & persona 10. brand spirit and design 11. philosophy 12. brand identity 13. brand implementation
1. mission statement: Elevate the hotel experience in Latam by making it smart, social and conscious.
brand strategic framework - hotel b3 - 2015 Š
2. company core values: 1. Relevance (purposeful). 2. Excellence. 3. Attention to detail. 4. Kindness. 5. Eco-Âconsciousness. brand strategic framework - hotel b3 - 2015 Š
Be conscious. Stay cool. brand strategic framework - hotel b3 - 2015 Š
3. belief system: 1. We believe people are aware and take notice of their economy. Therefore we offer outstanding hospitality products at a fair price. 2. We believe people are aware and take notice of the environment. Therefore we build and operate sustainable properties. 3. We believe people are aware and take notice of their surroundings. Therefore we pay attention to details and beautify everything we do with remarkable design. 4. We believe that knowledge is a powerful tool to make change happen. Therefore our spaces inspire and stimulate our guest’s minds. 5. We believe that meaningful relationships last longer. Therefore our customers become our partners. brand strategic framework - hotel b3 - 2015 Š
brand strategic framework - hotel b3 - 2015 Š
4. unique selling proposition: We want people to remember... Hoteles B3 is the coolest stay in Latam because we have well-designed and high-energy public spaces, awesome rooms, and delicious food in a great location at the right price. brand strategic framework - hotel b3 - 2015 ©
5. what does the brand say about its customers?: 1. I care: I care about my money, the environment and people.am smart.
1. I care: I care about my money, the environment and people. 2. I am smart. 3. I am “in� (I am social). 4. I am creative (original, inspired).
6. tag line:
brand strategic framework - hotel b3 - 2015 Š
7. what does the brand look like: 1. Energetic. 2. Approachable. 3. Trendy/Funky. 4. Colorful. 5. Modern. 6. Casual. brand strategic framework - hotel b3 - 2015 Š
8. how does the brand talk: 1. Smart. 2. Knowledgeable. 3. Genuine. 4. Transparent. 5. Witty. 6. Local.
7. Subtle. 8. Close. 9. Simple. 10. Direct 11.Friendly.
9. brand character & persona: brand strategic framework - hotel b3 - 2015 Š
1. Male. 2. In his 30’s. 3. 1.8 M (height). 4. 75Kg (weight). 5. Black hair. 6. Black eyes. 7. Single (dating). 8. Latin (Colombian). 9. He studied liberal arts. 10. Speaks Spanish and English and some basic Portuguese. 11. He is in the organic food sales and marketing business. 12. He makes around US$80,000 per annum. 13. Likes to play soccer, does biking and yoga. Kite surfs when he goes to the coast.
14. Reads business books and magazines on e- readers. Reads about self- improvement (i.e.,ted.com) and current affairs. 15. He attends art fairs and exhibitions. 16. He travels to places like Peru, India, NY, and Rio de Janeiro.
“It’s all about where your mind’s at” Kelly Slater
17. He smokes weed occasionally. 18. He loves electronic music, indie music, alternative rock, and salsa. 19. He is involved in local charities. 20. He is mobile. He has a smart phone, tablet, and laptop. 21. He usually wears jeans, blazers/jackets, Toms shoes. 22. He rides a bike (Indian, Triumph), and a bicycle. 23. He uses public transportation frequently. 24. He follows: Malcom Gladwell, Seth Godin, Jim Collins, Simon Sinek, Ted.com, Gary Vaynerchuk, Jared Leto, Guy Kawasaki, Sir Richard Branson, Fast Company, Chris Sacca, Jenny Lopez, Nick Wooster and Wall Street Journal. 25. He follows local art communities, local gastronomic fairs, local art & music events and festivals.
He travels to places like Peru, India, NYC,and Rio de Janeiro. brand strategic framework - hotel b3 - 2015 Š
10. brand spirit and design: brand strategic framework - hotel b3 - 2015 Š
care & smart
i’m “in”
i’m creative
trendy/funky
materials
textures
11. philo sophy
en esta casa mandas tu. casi siempre Santiago Escobar LLoreda
brand strategic framework - hotel b3 - 2015 Š
“If it’s simple and it make sense... it‘s probably true.” Jake Gelleher “My Life is all math. I am trying to add to my income, subtract from my weight, divide my time and avoid multiplying.” Unknown
“I have no special talents. I am only passionately curious.” Albert Einstein
“Be Bold or italic , never regular” unknown
“Soon as good as now.” Seth Godin
“Seduce my mind and you can have my body” unknown
Everything in moderation, including moderation. Oscar wilde If you like me, raise your hands. If you don’t, raise your standards. Shahrukh Khan When nothing goes right....go left hahrukh Khan
The greatest victory is that which requires no battle. Sun Tzu
12. brand identity:
brand strategic framework - hotel b3 - 2015 Š
Why B3? B3 is all about delivering an awesome experience for a fraction of the price similar luxury hotels, based on cool design, great public spaces and great location. B3 thrives on the new generation of connected guests, that appreciate value in every act of the experience, but also seek gratification through connectedness and consciousness. Be Conscious. Stay cool.
brand strategic framework - hotel b3 - 2015 Š
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headlines in akzidenz groteskphy BODY COPY IN CONDUIT ITC LIGHT
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer egestas justo sit amet risus vestibulum commodo. Nunc auctor lacinia libero, et condimentum eros finibus ut. Nullam vel feugiat nibh, quis sollicitudin lacus. Proin viverra felis tincidunt, sollicitudin turpis ut, tempor lectus. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec ut bibendum leo. Duis vestibulum non est et elementum. Nam ut purus euismod, ultricies massa ut, gravida lectus. brand strategic framework - hotel b3 - 2015 Š
V I R R E Y
brand strategic framework - hotel b3 - 2015 Š
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brand archi tectu re
CARTAGENA
BUCARAMANGA
ME D E L L IN
SANTA MARTA
13. brand imple menta tion: brand strategic framework - hotel b3 - 2015 Š
stationery
post cards
door han ger
me fui. please clean my room
dejen dormir please do not disturb
ame nities
mugs
coas ters
market bag
ads
brochure
web
nos vemos ya hablamos hasta pronto ta luego!
brand strategic framework - hotel b3 - 2015 Š