How do you create a single vision for a brand with no philosophical or physical coherence?
In 2005, The Dorchester Group, a management mechanism for five hotels owned by the Brunei Investment Agency (BIA), recognised a cross-marketing opportunity by developing a soft-branded hotel management company.
The new enterprise would leverage the goodwill of each of the Group’s five iconic hotels and generate growth by attracting new hotel management contracts once a credible management capability was established. Luxury Branding was approached to mastermind the realisation of this business ambition.