Children’s National Health System
Evolving market perceptions to increase market share and brand affinity
Creating a game-changing brand to redefine an entire category
Questions
Hilton set out to create a brand that would revolutionize the midscale segment and capture the heart and soul of everyone from developers to guests. We helped them answer the following strategic questions:
- How can we redefine the midscale category to fill a market void with a new brand in our portfolio?
- What mindset should we develop the brand to appeal to that crosses generations?
- What disruptive programs and features will resonate best with this target?
- What visual expression will differentiate the brand in the most meaningful way?
- How can we position the brand and tell a story of value to developers, investors, the media and consumers to jumpstart brand growth?
Capabilities
From research and strategy to creative and engagement, our approach was multi-faceted, yet outcome-focused. It included:
- Brand strategy development
- Messaging
- Employee engagement
- Bringing the brand to life
- Naming
- Experiential design
- Rigorous primary research
- Competitive positioning/ brand pillar development
- Visual expression and identity
- Communication strategy
- Marketing execution
- Customer touchpoint journey
Results
Fastest-growing
brand in company history—and possibly the hotel industry
Achieved
record development deals since launch
Value
“TBC has worked holistically across the development of the brand to create an identity, programs and features that are categorically disrupting the segment. Their work breaks through the clutter in a phenomenal way. I have worked with them for over a decade at two different companies and they always wow me with their speed, creativity, and rigor. They allow me to make the best decisions with research to back it up. That’s invaluable. They are true thought partners.”
Global Head, Tru by Hilton
Questions
Hilton set out to create a brand that would revolutionize the midscale segment and capture the heart and soul of everyone from developers to guests. We helped them answer the following strategic questions:
- How can we redefine the midscale category to fill a market void with a new brand in our portfolio?
- What disruptive programs and features will resonate best with this target?
- How can we position the brand and tell a story of value to developers, investors, the media and consumers to jumpstart brand growth?
- What mindset should we develop the brand to appeal to that crosses generations?
- What visual expression will differentiate the brand in the most meaningful way?
Capabilities
From research and strategy to creative and engagement, our approach was multi-faceted, yet outcome-focused. It included:
- Brand strategy development
- Employee engagement
- Naming
- Rigorous primary research
- Visual expression and identity
- Marketing execution
- Messaging
- Bringing the brand to life
- Experiential design
- Competitive positioning/ brand pillar development
- Communication strategy
- Customer touchpoint journey
Results
Fastest-growing
brand in company history—and possibly the hotel industry
Achieved
record development deals since launch
Value
“TBC has worked holistically across the development of the brand to create an identity, programs and features that are categorically disrupting the segment. Their work breaks through the clutter in a phenomenal way. I have worked with them for over a decade at two different companies and they always wow me with their speed, creativity, and rigor. They allow me to make the best decisions with research to back it up. That’s invaluable. They are true thought partners.”
Global Head, Tru by Hilton
