Leidos and RW Beck
Driving a 62% revenue increase in a down market through a holistic brand strategy
Value Place had extremely aggressive 3-5-year growth goals and needed to know if the Value Place name, logo, and visual identity could take them there. They also needed to tell their story (and the story of extended stay hotels) to developers, municipalities, and guests for greater adoption. Ultimately we determined they needed a new name, a brand positioning, and a line extension to achieve this. We helped them answer the following questions:
Research. Strategy. Naming. Visual identity. Our method was rooted in research and financial modeling to ensure decisions were made with confidence. It included:
increase in unit growth
increase in franchise fees
increase in RevPAR (Revenue Per Available Week) while maintaining incredibly efficient operating costs
Our work contributed to their value when acquired by Choice Hotels, one of the world’s largest hotel companies, in Q12018 for $231 million in cash, which did not include the actual properties themselves.
“The Brand Consultancy always meets or exceeds my expectations. They’ll never let you down.“
“Their team is top notch, working tirelessly on your behalf. I have partnered with them for eight + years with two different companies. Their work is nothing short of fantastic. Our new hotels command significant rate premium over our predecessor brand.”
Executive Vice President of Brand Strategy and Management, WoodSpring Hotels
Questions
Value Place had extremely aggressive 3-5-year growth goals and needed to know if the Value Place name, logo, and visual identity could take them there. They also needed to tell their story (and the story of extended stay hotels) to developers, municipalities, and guests for greater adoption. Ultimately we determined they needed a new name, a brand positioning, and a line extension to achieve this. We helped them answer the following questions:
Approach
Research. Strategy. Naming. Visual identity. Our method was rooted in research and financial modeling to ensure decisions were made with confidence. It included:
Results
increase in unit growth
increase in franchise fees
increase in RevPAR (Revenue Per Available Week) while maintaining incredibly efficient operating costs
Our work contributed to their value when acquired by Choice Hotels, one of the world’s largest hotel companies, in Q12018 for $231 million in cash, which did not include the actual properties themselves.
Value
“The Brand Consultancy always meets or exceeds my expectations. They’ll never let you down.“
“Their team is top notch, working tirelessly on your behalf. I have partnered with them for eight + years with two different companies. Their work is nothing short of fantastic. Our new hotels command significant rate premium over our predecessor brand.”
Executive Vice President of Brand Strategy and Management, WoodSpring Hotels
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