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Release Potential - I want to grow and develop our marketing talent

One of the world’s largest hotel groups wanted BRAND LEARNING to develop their existing marketing teams to help transform the business, and help put their guests at the heart of the organisation.

BRAND LEARNING conducted an in-depth strategy definition to understand and align the key issues. We worked closely with both HR and Global Marketing to develop a Marketing Capability Framework, identified priority skills areas and shaped the Capability Strategy. We then set up a common ‘way’ of brand building which was aligned to the broader strategic agenda with an impactful programme identity.

Tailored processes and tools applicable to the hotel industry were designed across several skill areas, including Insight, Brand Positioning, Brand Planning and Branded Guest Experience. We delivered the programme through highly interactive face-to-face workshops, supported by desktop toolkits and on-the-job coaching; facilitating live-action learning and coaching sessions to help implement and embed across the organisation.

The new thinking frameworks were adopted by brands across the organisation and a common language was implemented rapidly worldwide beyond the marketing department.