I’ve never been perfectly convinced that branding agencies were totally worth the extreme cost they charge for what seems like basic identity, trademark, and “mood” work.
This “brand essence” for Hilton’s new chain of hotels aimed at millenials doesn’t inspire additional confidence.
Tru by Hilton asks the difficult question: What if the doge meme inspired a hotel chain for millenials?
Much wow. So bam. Much ooh.
Taking The ‘W’ to the Nth Degree
Good Morning
W Hotels, which is an upscale, 4.5+ star chain of properties that Starwood Hotels (SPG) markets at a younger audiance than their Westin, St. Regis, and Sheraton properties. While the W brand has it’s own level of humourous douchebaggery, see the above welcome mat that does change throughout the day. Or the extra toilet paper that is elegantly wrapped up. 
None of this is nearly as bad as this monstronsity by Hilton. I’m sure the team of 10 white, sixty-year-old men who agreed upon this brand idendity and marketing strategy thought it would be a great idea.
It’s clear they missed the point on the first words on their website.
WTF is midscale?
HEY. YOU. WE’RE REINVENTING THE MIDSCALE MARKET. JOIN US.
Not only do 99% of the population not understand the hotel business terms, it is clear that no one outside the industry even saw this before it shipped.
Sure, parts of the website are focused on those who would want to franchise the brand, but honestly, I pray I never have to stay at any Tru property.
Hitting that midscale spot!