BRAND

Hilton Brand Work

When we first starting working with Hilton, we found they had lost their brand essence a bit. As their lead strategist at their AOR (Edelman), I challenged them over the course of three successive projects to tie their marketing to their brand. I knew they needed to provide value to consumers, to surprise and delight, and to remember what they were in business to do. As a result, Hilton put together a multi-agency team to develop a revitalized brand strategy. Invited to participate, here’s what we found and developed:

BRAND INSIGHT

Hilton has one of the most credible brand origin stories – after checking into a hotel and being disheartened by terrible customer service, the banker Conrad Hilton, bought the hotel and started Hilton Hotels.

BRAND STRATEGY

To own hospitality, through exceptional experiences, for every guest every time.