
We joined the Accor Branded Residences Forum at the Future Hospitality Summit
A Branded Residence might be an individual’s most expensive purchase. So the equity of that brand’s reputation and its ethos need to land. Our Group CEO Richard Stevens represented Sectorlight on the panel in Dubai, talking go-to-market strategies and leveraging brand value.
The watchwords were values, identity and service at Accor’s panel. How brand essence plays a crucial role in establishing an ownable position in the luxury residential market. The powerful connection between audience and brand.
Accor’s audience want to own an essence they can relate to. Aligning to the values, identity and service offered by the brand. That’s why they choose to stay at the hotel, drive the car, wear the garment.
Compelling narratives give our audiences something to own that’s more than just the building. In the race for market share the equity of brand reputation must not be diluted.