James Stuart Releases Hotel Brand Bites
Noted hospitality branding expert James Stuart has released a new book called Hotel Brand Bites which is a interesting read for those in the industry.
Stuart who heads The Brand Company in Hong Kong has published the world's first specialist hospitality brand management book: a compilation of 24 'Living Brands' articles that were written and originally published in Thailand's The Bangkok Post.
A blend of challenging assertions and humorous anecdotes about his experiences over 15 years of hotel brand development work in Asia, it contains sharp observations about why the hospitality industry and other service businesses are often failing to create sustainably successful brands, and what needs to be done to turn the tide.
"The purpose of this book is simple", said Mr. Stuart. "It aims to challenge brand building norms and stimulate the development of a new approach to building hospitality and other service brands. The industry is still obsessed with a 'brand = marketing' focus, and yet outperforming service brands are established by aligning organisational culture and the entirety of the guest experience with brand strategy".
Hospitality-related topics covered in the book include:
The over-reliance of luxury hotel brands on status, glitz and elitism
The absence of 'attitude' in the economy hotels sector
The need to align brand strategy with recruitment, coaching and performance management processes
The importance of not squashing creativity through an over-reliance on 'brand standards'
The importance of brand as a focus for the organisational way of life
The role of brand in guiding relevant and compelling architectural and interior design solutions
The lack of a 'pulse' amongst many Asian resort brands
The higher levels of creativity and innovation evident in smaller, private service brands
The book also touches on some other service sectors, including country, airline and financial service brands.
Added Mr. Stuart: "Because the book comprises short, sharp thought-pieces it can be used as an occasional and highly digestible stimulant that can be dipped in and out of. It's not another bulging business epic that few Asian hoteliers have time to wade through."
Hotel Brand Bites is available in paperback on www.amazon.com and at www.hotelbrandbites.com priced US$14.50.