Kana mukurusa wehotera munyika achinja chirongwa chake chemibairo, zvine chokwadi chekuita mafungu muindasitiri.
Chirongwa chitsva chaMarriott chekuvimbika, Bonvoy, chakaburitsa ruzha zvekuti ABC yakagadzira nzvimbo yakakosha yekushambadza kuti iburitswe. Pakazere, nyaya yechirongwa ndiyo yave nyaya yekufamba uye yekugamuchira vaeni inonyanya kukosha yegore-uye vatengesi vakacherechedza.
Saka, chii chinogona kudzidziswa mabhureki ekufamba kubva pakuvhurwa kweBonvoy? Mafemu anofanira kuona sei kubudirira kwaMarriott-uye kukanganisa-pakutanga? Hezvinoi zvidzidzo zvishanu zvinokosha kubva pane iyi rebrand inoshamisa:
1. Kugadzira patsva kana Kugadzira Chimiro Chitsva kunonetsa
Chekutanga chekutora kubva pakuvambwa kweBonvoy ndechekuti kugadzira patsva kana kutanga chigadzirwa chitsva hachisi chinhu chidiki-chinosanganisira hunyanzvi uye kufambisa zvinhu zvakaomarara, senge zvemutemo netsika.
Sekureva kweAdAge, kutanga Bonvoy yaive makore maviri maitiro kubva pakuvandudza pfungwa kusvika pakuburitswa kwekupedzisira. Marriott yakatarisana nematambudziko mazhinji akafanana chero femu yaizosangana nayo panguva yekuchinjazve: kutsvaga chitupa chakanaka, kuendesa meseji chaiyo, nekutsvaga zita raivepo.
Nepo Bonvoy yakaita nhamburiko huru mukusarudza zita rayo—rakanyatsoongororwa ndokuedzwa mumitauro yakawanda—zita racho raingovawo zvaro chikamu chiduku chepurogiramu yacho. Marriott aifanirawo kugadzira chiziviso chitsva chekuona, kugadziridza mibairo yayo sarudzo, uye kugadzira itsva, yakakodzera tagline: Mibayiro Yakadzokororwa.
2. Kugamuchira Vaeni Kuri NezveKuvimbika Kwemutengi
Tichifunga nezve zvakakosha zviwanikwa uye kushanda nesimba kunodiwa, nei Marriott akasarudza kuita rebrand?
Zvakanga zvichikonzerwa nokudikanwa. Kutevera kutorwa kweStarwood muna 2016, Marriott aive nemapurogiramu matatu akapatsanurwa ekubatanidza. Bonvoy yaizosanganisira Marriott Reward, Ritz-Carlton Reward, uye Starwood Preferred Guest (SPG).
Nekudaro, iyo rebrand yakaenda mberi pane kungobatanidza zvirongwa izvi. Marriott aida kugadzira chiziviso chakasimba, chepamusoro chinokwezva kunhengo uye kubatanidza mhando dzayo. Marriott Bonvoy aifanira kuzove mhando yakakosha yeMarriott, akadaro CEO Arne Sorenson.
Sei Sorenson aizotungamira timu yeMarriott kuisa Bonvoy pamberi? Nekuti zvirongwa zvekuvimbika zvakakosha kune vaenzi mhando. Asi izvo, zvirongwa izvi zvave zvakakosha kana zvichikwikwidzana nemhando dzekugovana dzimba uye masangano ekufambisa epamhepo, sekureva kwaChekitan Dev, purofesa wekushambadzira paCornell's Chikoro cheHotera Administration.
Pakupedzisira, kubhukidza kwekuvimbika kunoshandura kuva hukama hwekuchengetedza zvakananga nevatengi, izvo zvakakosha pakukwikwidza mumusika wakazara wekufamba. NaBonvoy, Marriott akapa puratifomu mibairo mitsva uye ine simba, kwete kungozorodza yechirongwa chiripo.
3. Zvigadzirwa Zviri Kuwedzera Multifaceted
Apo Marriott yakagadzwa muna 1957, yakanga iri zvishoma kudarika logo uye zita. Nguva dzakanyatsochinja-muenzi wemazuva ano uye mhando dzekufambisa dzakawandisa kupfuura nakare kose, dzichigadzira zvakasiyana siyana zvedhijitari uye zvemuviri zviitiko.
Kutangwa kwaBonvoy kwaisanganisira kushandura ese maficha, kubva kumasaini uye makiyi ekudhinda zvinhu kusvika kumasocial media account uye webhusaiti webhusaiti. Kunyange mafoni emakambani emakambani akabatwa. Pamusoro pezvo, kudyidzana kwaMarriott, senge kadhi rechikwereti uye zvinopihwa nendege, zvaifanira kubatanidzwa muhurongwa hutsva. Iri raive basa rakakura sezvo Marriott's Bonvoy akatanga kutiza.
4. Shanduko Inogona Kuoma kune Vatengi
Bonvoy yakasangana nekufarira kubva kune vatengi? Muchokwadi, kuburitswa kwakave nemhedzisiro yakasanganiswa. Vamwe vatengi vakaita majee nezvezita, vachirifananidza nemhando yemukaka wesoya kana Jon Bon Jovi.
Zvinotonyanya kukosha, kuvhurwa kwacho kwakabatana nekumwe kushushikana kwevatengi kunoratidzwa panguva yekubatanidzwa kweMarriott-Starwood, kunyange kuburitsa hashtag. #Bonvoyed. Mumwe mutengi asina kufara akatogadzira Bonvoyed.com, apo nhengo dzisina kutendeseka dzaigona kutaura zvichemo zvavo.
Zvimwe zveizvi zvakakonzerwa nekukanganisa kwaMarriott, sekusabatanidza zvirongwa zvayo zvekuvimbika zvisina mutsetse. Nekudaro, iyi pushback yaive zvakare nekuda kwekuti shanduko yakaoma kune ese ma brand nevatengi. Iyo yakanyanya kusimbiswa brand, zvinonyanya kunetsa.
5. Branding/Rebranding haiitike nehusiku humwe
Kana vatengi vakasakurumidza kugamuchira brand nyowani kana rebrand, kushingirira kwakakosha.
"Zvinotora nguva kugadzira mhando, ingave mukugamuchira vaeni kana chero chikamu," Karin Timpone waMarriott akaudza Skift. Timpone akacherekedza kuti nhasi kune akawanda mazita anozivikanwa emhando aimbove achinetsa vatengi.
Kutora nzira yekushambadzira ine hukasha, Marriott akabatanidza echinyakare uye edhijitari mishandirapamwe yekuziva vatengi neBonvoy. Iyo femu yakatorawo kuedza uku kune inotevera nhanho, ichitenga ad block yese panguva yeOscars yegore rino.
Nekukurumidza, nzira yekushambadzira yakawanda-uye kushivirira kwakawanda-Marriott akakwanisa kunyatso shandura chirongwa chake chekuvimbika. MaBrands anotarisira kudzoreredza anofanirwa kufunga nezvemaitiro aMarriott kuitira kuchengetedza vatengi vavo.
Nezve Michael Del Gigante, CEO weMDG Advertising
Muna 1999, CEO Michael Del Gigante akatanga MDG Advertising, a full-service advertising agency ine mahofisi muBoca Raton, Florida uye Brooklyn, New York. Neruzivo rwake rwakasiyana uye makumi emakumi emakore eruzivo rweindasitiri, akashandura yaimbove yechinyakare ad agency kuita yakabatanidzwa branding femu yakavakirwa pahuzivi hwe360-degree yekushambadzira iyo inopa huwandu hwakazara hwechinyakare uye dhijitari ekushambadzira masevhisi kune yekugamuchira vaeni uye indasitiri yekufambisa. .
