"Make the sky the best place on earth", "Come as you are" are baselines that have marked the world of strong brands such as Air France and McDonald's, and were invented by Mercedes Erra. She will share her vision, her experience and know how during a keynote at the next Global Lodging Forum Monday 15 and Tuesday 16 April 2019.
CEO of Havas Worldwide, in 1995 Mercedes Erra founded BETC with two associates. The agency was elected number two creative agency worldwide in 2010 and best creative agency in France on many occasions. Audacity, willpower, work, listening, respect, organisation and, of course, creativity are a few of the secrets of this entrepreneur who consults with and assists the most important brands (Evian, Bouygues, Peugeot, McDonald's, Lacoste, YSL beauté, Séphora...).
What is the brand's place? Operate under a brand or as a white brand? Stay independent? What is the potential and what are the strengths of the brands? How and why should a brand be built? What messages need to be conveyed? How should a brand image be maintained and cultivated ? Which channels should be used and why? How should targets be reached and addressed? What strategies should be used?
Advertising drives brand growth: are hotel groups investing enough in marketing and communications? Do they have the financial abilities to do so in an industry where margins are shrinking? Some make their way with a strong brands, that is unusual and conveyed all the way down to employee relations. Others stagnate because they have disregarded their brands and every day they lose a little more value with respect to clientele who are increasingly seeing experiences.
What is the role of the operator, of the franchisee in this universe? How to choose a brand? Is it necessary to choose one? Aside from operating ratios and data about remuneration of franchisers, how is the strength of a brand evaluated ?
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