'Hotel Brand Bites', authored by James Stuart, aimed at the stimulation of outperforming hospitality brands in the world's fastest growing economies.
HONG KONG – Asian hospitality brand management consultancy, The Brand Company, aunched the world’s first specialist hospitality brand management book: a compilation of 24 ‘Living Brands’ articles that were written by Managing Partner, James Stuart, 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 has been applauded by many in the travel and hospitality industry. A selection is as follows:
• “These days brands are all important and Brand Bites chases down just what works – and more important what doesn’t work – when it comes to hotel and other travel brands.”
Tony Wheeler, Co-founder, Lonely Planet
• “I think this is a wake-up call for many brands that haven’t found their niche, yet spend valuable resources trying to dominate it. Read it – we can all learn from it!”
Michael Hobson, Chief Marketing Officer, Mandarin Oriental Hotel Group
• “A great book with some insightful snapshots; enjoyable and thought-provoking.”
Symon Bridle, Chief Operating Officer, Rosewood Hotel Group
• “A fun read with a brutally powerful message at its heart: Be Different; Be Consistent; Be Relevant; Be Authentic….wise words for anyone working in the hotel industry today.”
Chris Jaques, CEO, Asia, M&C Saatchi
• “Brand Bites is what you would expect from the guru of hospitality branding in Asia; cutting out the nonsense and nonsensical and stripping out the vacuous, meaningless and cliched view of what should constitute a brand“.
Brian Williams, Managing Director, Swire Hotels
Photo caption (left to right): The Brand Company Managing Partner and Author of Hotel Brand Bites, James Stuart and the book.
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