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“WINNING HEARTS, MINDS & WALLETS” B U I L D I N G B R A N D S

BRIAN KING GLOBAL OFFICER MARRIOTT SIGNATURE BRANDS & GLOBAL SALES

A Br ie f H is to ry

Why Brands Mat te r

Human Tru ths

Brand Va lua t ion

B rand Ingred ien ts

A G E N D A

1 9 5 8   1 9 9 7  

2 0 0 7  

1 9 8 1  

1 9 8 7  

2 0 1 3  

2 0 1 1  1 9 9 9  

1 9 9 5  1 9 8 4   2 0 1 2  

2 0 1 0  

2 0 1 4  

2 0 1 5  

MARRIOTT’S BRAND HISTORY

W H Y D O B R A N D S M A T T E R ?

B R A N D I S A P R O M I S E

BRAND n: a living business asset, that the business does not own a symbol that elicits people’s memories, feelings and opinions

The brand must represent the highest possible human universal truth to drive the most value

T H E H I G H E S T P O S S I B L E G R O U N D

PA R E N TA L P R O T E C T I O N T H R I L L O F V I C T O R Y

W H A T A R E Y O U R E A L L Y S E L L I N G

B R A N D P R O M I S E

INSPIRE &�EMPOWER:�JUST DO IT�

BUILT FOR�ATHLETIC�

PERFORMANCE �

POWERFUL�PERSONAL�VICTORIES�

BRAND TRUTH�

PRODUCT TRUTH �

HUMAN TRUTH�

I N S I G H T S T O I N N O V A T I O N

A PATH TO WIN �

THE BIG

IDEA

DESIGN

THINKING

CONSUMERS

DESIRABILITY

BUSINESS

VIABILITY

TECHNICAL

FEASIBILITY

CONSUMER

INSIGHTS

B R A N D V A L U E

Rational behavior drives

pricing downward Emotions drive pricing upward

Be Timely and Timeless

G R E A T B R A N D S M U S T …

Be Authentic

G R E A T B R A N D S M U S T …

Create Demand

G R E A T B R A N D S M U S T …

Create Shareholder Value

G R E A T B R A N D S M U S T …

Differentiate or Dissipate

G R E A T B R A N D S M U S T …

Engage the Consumer

G R E A T B R A N D S M U S T …

Ensure Consistency of Meaning

G R E A T B R A N D S M U S T …

Lead not Lag in their Category

G R E A T B R A N D S M U S T …

Keep their Promise

G R E A T B R A N D S M U S T …

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DESIGN COLLABORATORS ! PROGRAMMING!

EDITION INNOVATION!

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EDITION !BERNERS TAVERN !LONDON !

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THE !MATADOR ROOM !MIAMI !

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Video #2

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YOUR BRAND