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Call it what you want…hip, trendy…or the start of a new fad. But, no matter how you slice it, when you pile stuff on just to be different, it means your story’s worn out…or, you never had one to begin with. It means your grasping…and hoping your idea can attract enough attention to get the needle to move just enough to keep your job until the next quarter. I call it a gimmick.

Try this one on…

Here’s a short piece of the story…

Starwood Hotels has been working for about seven months to roll out lobby scents in about 600 hotels, a brand-building exercise that the company hopes will boost guest loyalty.

Great products and experiences are interesting, authentic and they make people feel special. And, at the root, they’re remarkable…all by themselves. Trying too hard to make-up for something your not is expensive, a waste of time and often delays the inevitable…failure.

I can’t wait to see how this one turns out…but, I don’t think it passes the sniff test.