Every day we see how major brands compete with each other by differentiating similar products to win their markets. We almost don’t notice it, as even the price range is often the same, but subconsciously we make decision of our brand choice.
This choice is based on our experience with a particular brand, memories about the product, word of mouth, social media, brand reputation and many many other factors…
So, how do we analyse all these factors? How do we make the brand choice so quickly on a daily basis in our busy lives?…
Sometimes, it’s an impulse decision, the reason for which is still hidden deep in our subconscious…
Sometimes, it’s due to fashion or trend to boost our self-esteem and sometimes it is simply to show off!
And sometimes, this choice is even based on the “smell” of a product, whether it is a delicious meal, the leather handbag or even the hotel room!
I would like to share with you one of the unique examples of the brand differentiation which survived for over past 27 years and is still successfully attracting customers nowadays and will continue in a future. The key factor to attract customers’ attention, be different from the competitors and to create long lasting memories of the product was indeed the smell…
The aroma of the warm freshly baked chocolate chip cookie with walnuts has put smiles on millions of guests of the Doubletree by Hilton hotels across the world for over past 27 years.
So, here is how the COOKIE crumbles…
Let’s get inspired by the Cookie and think about the new ideas for the hotel brand differentiation…
Cookie History – click to explore
Cookie Facts – click to explore
CookiEvolution – click to explore
CookiEmployee – click to explore
The Cookie is a signature element of the Doubletree by Hilton brand, it is its icon. It cannot be ignored, forgotten or underestimated!
According to the philosophy that Malcolm Gladwell (British-Canadian journalist, bestselling author, and speaker) offered in his work “The Tipping Point” – “the little things can make the biggest difference”. Exactly right! No wonder, it comes in line with the Doubletree’s motto – “Where the little things mean everything!” And the Doubletree by Hilton Chocolate Chip Cookie is not just a cookie… It’s much more than that!!!
Thank you for reading!
So, inspired by the Cookie story, I would like to challenge YOU to look for the NEW cookie idea!!! Let’s discuss the ideas for brand differentiation in hospitality business.
Whether you are the hotelier or the guest, how do you think we can differentiate the hotel offerings?
What would drive your choice of the hotel, taking into account that the location, standards, price, and other core elements of the product are the same?
The Cookie is a genius idea, which is alive for so many years. But what about us, have we run out of the ideas?..
Or we are just about to break through in the hotel brand differentiation with another brilliant idea?
I welcome your comments!