It’s the end of the brand as we know it
Hospitality Strategist Matthias Huettebraeuker discusses the convergence of brands in the lifestyle segments and how shared ideals lead to lost appeals. He propagates a return to the „personality brand“ as a radically human approach to hospitality, citing places like La Granja or Berlins Michelberger as examples of commitment and connection. He then moves on to dissect another concept, the „hybrid brand“, laying out where it currently underperforms, which brands are getting it right, and why it’s a growth vehicle for big players and newcomers alike. The author suggests a more network-oriented, neighborhood approach instead of overloading single assets, a focus on the job to be done, and explains how this could revive the idea of subscription and help in building communities around a brand.