Reselect An Industry
Broadcast Entertainment
Energy Production
Enterprise Software
Financial Services
Food and Beverage
Healthcare
Hospitality
Insurance
Logistics
Not-for-Profit
Optical
Packaging
Real Estate
Recruitment
Retail
Staffing and Outsourcing
Telecommunications
Tourism
Trade Association
Travel Services
Reselect A Discipline
Advertising Campaigns
Brand Strategy/Planning
Direct Marketing
Direct Response CRM
Drive to Web
Interactive/Web
Internal Brand Campaigns
Marketing Collateral
Marketing Strategy/Planning
Marketing Systems
Media Strategy/Placement
Multicultural Campaigns
Public Relations
Viral Marketing Campaigns
Ritz-Carlton had done such a good job of establishing its brand as a premium hotelier, it was having difficulty branching out into new hospitality and real estate categories. In particular, Ritz-Carlton was introducing a vacation club concept that was being overshadowed by the hotel brand and being misunderstood as a result. They came to RightMinds to develop concepts for testing purposes to determine the visual and verbal cues that effectively defined the new product relative to the hotel brand.
Alternative concept creation based on desired takeaways
Online survey development targeted at affluent consumers
Analysis of survey data for visual and verbal effectiveness
Revision of concepts to test conclusions of initial analysis
Comprehensive recommendation for concept guidelines
Ritz-Carlton was able to develop new guidelines for sub-brands
The brand used the information to more effectively differentiate the new offering
Decisions about branding other new ventures will be informed by the results
Visit our
travel and tourism microsite
for more examples of our work.
© RightMinds
sm
profile
results
news
contact
careers
home
