Brand Value

I have been traveling recently, and have been blown away by my stay at the Hampton Inn.

Let me note that the Hampton Inn building was nothing to write home about. It was new construction, but in fact, it looked very much like the building next door that sported a Quality Inn sign. It wasn't the construction or decor of the building that set it apart. Even the interior looked a lot like a Best Western/Holiday Inn/Ramada.

But inside, the welcome signs, the table tent cards, even the sign on the back of the elevator door - all looked the same as the Hampton Inn I last stayed at in Boston. Even the breakfast bar looked the same.

Is this simply a lesson in consistency - because McDonald's already owns that attribute? Partly - but it is the overall graphic design of the various signs and messaging that stood out - simple, bold (large visuals) and, yes, consistent (Branding 101).

The most interesting point (to me) is that Hampton Inn charges a little bit more per room a night (maybe $10-20) and I felt good about paying it, because of the way they make me feel (Branding 102) abut the Hampton Inn brand.

Apple is perhaps best known for it's emphasis of uber cool graphic design (in its products, its packaging and its advertising) and interestingly, they manage to price their product at a premium. What a great business concept - invest in good design and you can achieve a price premium. It's the kind of thing that would strike fear in a "bean-counter". When you think about how many products are now manufactured (cheaply) in China, with increasing quality, it's time to start thinking about investment in the intangibles. Stay tuned.