Developing a new brand positioning, identity and tagline for a leader in extended stay housing.
Background
For ten years Marriott International’s ExecuStay has been a leading provider of extended housing. The Marriott team decided to enhance understanding for the brand and its offering as it embarked on a 10th year anniversary celebration.
Challenge
Dragon Rouge was engaged to develop a new brand positioning and associated tagline and visual identity that help sustain and increase the ExecuStay brand’s relevance as an extended stay housing provider.
Solution
Through stakeholder workshops, management interviews, and customer validation, Dragon Rouge identified an optimal brand positioning for a diverse customer base that spans corporate, insurance, and government segments. Although Marriott is a core component of the offering, we recommended evolving the role of the Marriott brand from an over brand (Marriott Execustay) to an endorsement strategy (Execustay by Marriott) to clarify the ExecuStay offering and avoid any potential disconnect between the expectations of a full service hotel offering and an extended stay offering.
Verbally, the brand positioning is brought to life through a new tagline: ‘Staying Ahead.’ Visually, it is embodied in a new logo and identity system.
