This morning, I noted a full-page ad in USA Today, promoting the new logo for the Holiday Inn brands.
Holiday Inn‘s familiar logo dates back perhaps 50 years in my memory. In the 50′s, the growth era for America’s burgeoning highway system, Holiday Inn became synonymous with affordable family hotel/motels… always with a pool. As a San Franciscan for many years, the Holiday Inn Union Square (now Crowne Plaza) was notable because it was the only Holiday Inn without a pool.
In the past couple of decades the company has diversified its brands. Holiday Inn Crowne Plaza, Holiday Inn Select, Holiday Inn Express. Each of those hotel groups has its own distinct set of services and price points, attracting a specific customer group.
So, today Holiday Inn has launched a refreshed logo group, still with the dominant color green, but with an updated look.
What does it represent? Hopefully, it is the indicator of refreshing the product and service. Updated decor, remodeling, additional services, innovations, and the like.
Will the buying public get on board? A better question is ‘Will the Holiday Inn employee get on board?” -
Ultimately, it is easier to change the wallpaper or offer free wireless internet access than it is to modify the outlook of a 15-year employee.
As you are prompted by this blog and other influences to modify your marketing, ask yourself one more question? “Is your marketing ahead of your company mindset?”
Marketing innovation without incremental product and service improvements is “like putting lipstick on a pig.” You must have actual positive change, staff buy-in, and accompany it with a fresh look and marketing message.
The immediate future will tell us if Holiday Inn’s updated logo is accompanied by true innovation. Now, step back and ask yourself if your company has a cohesive identity. And what can you do to improve its image, identity, operations, and product or service, from the customer perspective.
Andy Ebon
The Wedding Marketing Authority
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