BUILD A
BETTER
BRAND
Smarthinking conceptualized The Cove, an authentic McCall Spa,
in 2011 and it became Idaho’s only Forbes Four Star property.
By Mark Natale
With competition tightening and an increased cultural demand for more memorable and
meaningful experiences, now is the time to focus on the development of your brand. Whether
recasting your identity to better attract your target market, developing a new collateral
program or adding a brave new outlet at your property, the development of your brand is both
an exciting and challenging endeavor. Before you start making hay and working your brand
for better relevancy and results, it might be most efficient (from both an effort and financial
standpoint) to evaluate your current brand and what it is (or is not) doing for you?
ILHA 85