Problem:
How to differentiate and build perceived value for a new Chinese Home-Stay/Home-Share concept that is planning to franchise globally.
Solution:
Undertake CenterBrain’s Triad process to understand the key insight (belief followed by a behavior) that is driving interest in the new idea.
Uncovered a need to have more than just a 5-star stay, differentiating the idea based on a higher-end benefit of making reconnection, restoring relationships, and gaining re-balance in life.
CenterBrain Positioning Breakthrough:
Positioning: Reconnect to the things that make life meaningful.
Slogan: Re-connect, re-store, re-balance.
Results:
Brand positioning is executed in market in January 2018
