Fen Xiang Jia


How to differentiate and build perceived value for a new Chinese Home-Stay/Home-Share concept that is planning to franchise globally.


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.


Brand positioning is executed in market in January 2018

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