A luxury hotel brand is a precious asset: if done right, it can express the hotel’s uniqueness and find its place into the guests’ heart. Just don’t forget that everything you do creates your brand.

As you set up your brand or refresh an existing one, the brand identity package is a crucial part of the work. But do you really know what you are expected to find inside?

Have you ever considered the idea of tying your brand identity to a fictional character? It might sound like an obsolete choice, but numbers might just change your mind.

Naming a brand might be one of the most exciting journeys, but also one of the most distressing. Some advice to avoid it going downhill.