Leisure & Hospitality International - Spring 2015 - 39

Legacy is a bold word. It carries with it a storied heritage, a
long-standing history of customs and beliefs, and a firmly rooted perception across generations. When a legacy is deemed a
birthright in its own sense, how does one re-envision it? How
does one know that it needs to be reawakened in the first place?
A great communicator must always
wear two hats: the hat of the marketer who understands a legacy brand's
assets and what sets it apart from its
competition, and the hat of the journalist who seeks compelling, relevant
news. The marketer in us identifies
any opportunity to refine or redefine
these assets, whereas the journalist
mindset recognizes aspects of the
brand and value proposition that
might influence its current perception.
When rebuilding, rebranding and
relaunching a legacy brand, it's
important to balance both of these
traits during each phase of the brand's
growth for optimal impact. The goal is
to design a campaign that is relevant
- all while keeping the integrity of the
"legacy" aspect intact - in order to
create an enhanced value proposition,
increase brand awareness, develop
new revenue streams, and expand
business and marketing opportunities.

EVALUATING RELEVANCY
The first series of questions that brand
marketers must ask is how relevant is
the brand, what is the current perception and is it misguided. This will
reinforce what may or may not need to
be refreshed for today's marketplace
and modern consumer, as well as for
the untapped consumer the brand is

seeking to reach. Conducting an audit
or a self-evaluation will shed light on
the brand's relevancy or lack-thereof.
In fact, the main criteria for succeeding
in a saturated, competitive industry is
self-awareness - knowing how to capitalize on current assets, communicate
them to the right demographic and
improve upon perceived weaknesses
to shift the brand's positioning. This
can be a fine line when dealing with a
legacy brand because it's the legacy
component that makes it unique and
gives it its charm. Brands must learn to
rebuild themselves while at the same
time preserving their authenticity.

WHAT'S OLD IS NEW AGAIN
After a thorough self-evaluation, and a
focus on behavioral trends and market
segments, a brand marketer might
find that simple tweaks or modified
updates to a traditional program or
asset can provide relevancy and shift
the current perspective. If a self-aware
legacy brand understands the market
segment, it can introduce components
that speak directly to that market,
which, in turn, will appeal to press and
increase overall awareness.
For instance, a legacy hotel brand
might simply need to refresh the staff's
uniforms, giving an immediate feeling
of "new" and capturing sense of place

without altering a tightly held belief
about what the brand represents.
Alternatively, changing the lobby configuration and and even an updated
dining and cocktail menu that is valued
by today's consumer could make the
experience even more appealing.
At times, it may be the face of the brand
that feels dated - the logo, photography,
website and digital presence. Imagery
speaks volumes to today's consumer
and serves as a visual representation of
what the brand means. By merging the
key components of the legacy brand with
a fresh perspective, the history of the
brand will not be abandoned altogether, and the authenticity that its history
brings can be celebrated in a new way.

A 360-DEGREE APPROACH
A strong communicator lays the groundwork for success by constructing the
message and spreading it across multiple
channels where the brand's consumer
base and new target audience spend
their time. By keeping in mind that journalists have the same needs as consumers - i.e., the consumer dictates what is
relevant to them while, at the same time,
the journalist identifies this and frames
it to appeal to a broader market segment
- the marketer can leverage the brand's
assets to steer the discussion surrounding the brand onto a new path.
Andrea B. Werbel founded
Parasol in 2004. Werbel has
more than 20 years of brand
marketing and communications experience.
Visit www.parasolmarketing.com.

Arby's Restaurant Group P.40 / Beer Works P.42 / Craft Works Restaurant & Breweries Inc. P.44 /
Spring 2015 LEISURE AND HOSPITALITY INTERNATIONAL | WWW.LHIMAGAZINE.COM

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