A brand without ‘need’ is needless
The story of Brand XYZ began as most brand stories do—with a bunch of creative, intelligent people sitting around a conference table. The discussion arose as a matter of need. Starwood Hotels & Resorts Worldwide, the brand’s parent, was still wet from a wave of winning full-service concepts. Westin years earlier had undergone one of the most successful reimaginings in the industry’s history thanks to that comfy, cozy—dare we say, heavenly?—bed. And W hotels only had in 1998 introduced the world to the stylish, luxurious wonders of a branded lifestyle product.
