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Brand

 

Compelling brands are expressed with the consumer in mind as much as the owner's desired personality. A great brand is a product with rigorous testing and feedback—sentiment analysis, focus groups, and polling are essential. Here's the cool thing! That feedback may help refine the business value proposition. ​​​

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The Hemenway Hotel is a spec piece for a developer in Brunswick, Georgia. The hotel is designed to extend the appeal of the area to a different clientele coming to the coast: desiring greater mobility and variety than the beaches, golf, and tennis, and looking to experience the low country in addition to the islands. The more I refined the brand identity, the more clearly the target market began to evolve, which led to changes in the projected services and experience. 

Click the Brand Guide to access the complete document.

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