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
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. Thereforeour 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. 2. I 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
care & smart
art + space
materials
10. brand identity:
brand strategic framework - hotel b3 - 2015 Š
inside the mark 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
logo lock up
color
MAIN CMYK
RGB
PANTONE
HTML
C:0 M:0 Y:0 K:100
R:44 G:42 B:41
PANTONE PROCESS BLACK C
HTML:000000
C:0 M:97 Y:87 K:53
R:138 G:42 B:43
PANTONE 7623 C PANTONE 7623 CP
HTML:8A2A2B
C:0 M:98 Y:91 K:30
R:171 G:35 B:44
PANTONE 7621 C PANTONE 7621 CP
HTML:AB232B
C:0 M:0 Y:0 K:100
R:255 G:255 B:255
WHITE
HTML:FFFFFF
COMPLEMENTARY CMYK
brand strategic framework - hotel b3 - 2015 ©
RGB
PANTONE
HTML
C:28 M:79 Y:90 K:76
R:92 G:61 B:49
PANTONE 7596 C PANTONE 7596 CP
HTML:5C3D31
C:29 M:82 Y:50 K:73
R:87 G:45 B:45
PANTONE 7631 C PANTONE 7631 CP
HTML:572D2D
C:18 M:100 Y:45 K:67
R:101 G:29 B:50
PANTONE 7421 C PANTONE 7421 CP
HTML:651D32
C:0 M:14 Y:100 K:0
R:255 G:205 B:0
PANTONE 116 C PANTONE 116 CP
HTML:FFCD00
typo gra phy
HEADLINES IN AKZIDENZGROTESK REGULAR
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
STA MARTHA
11. brand exten sions: brand strategic framework - hotel b3 - 2015 Š
stationery
door han ger
me fui. please clean my room
dejen dormir please do not disturb
ame nities
ads
brochure
web
nos vemos ya hablamos hasta pronto ta luego!
brand strategic framework - hotel b3 - 2015 Š