28 January 2005

Spaghetti Branding - Forget the consumer, it makes sense to us

Just run into another 'spaghetti brand' as I call them: the small group tour company, Footloose, which is really TrekAmerica, which is really First Choice. Another of those branding anomalies that has developed through aquisitions and mergers and probably makes perfect sense in the board room, but leaves consumers mystified. Who is running this holiday?

The true masters of smoke & mirrors branding are to be found in the car rental and hotel sectors.

Every year Marriott try to explain to me the relationships, corporate and regional, between their squillions of brands , and every year they fail. I have a better understanding of quantum physics. And I'm a professional! How does a 'punter' cope with Marriott International, JW Marriott Hotels, Marriott Hotels & Resorts, Marriott Vacation Club International, Marriott Executive Apartments, Renaissance Hotels & Resorts, Courtyard by Marriott, Execustay by Marriott, Marriott Conference Centers, Residence Inn by Marriott, Fairfield Inn & Suites by Marriott, TownePlace Suites by Marriott, and SpringHill Suites by Marriott. Thank goodness they just sold Ramada!

And don't get me started on Hilton



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