Successful Rebranding: Hampton Inn
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I love finding brands who have successfully revamped their image and brand. Recently I stayed in a Hampton Hotel & Suite in Springfield, Missouri. Now, it’s been a while since I stayed with Hampton, but my memory of them was more on par with Motel 6 than Hilton. But now Hilton is the parent company (not sure when that happened) and Hampton is downright nice.
The room was affordable at $99. You never know what you’ll get for that price. In San Francisco, it will buy you the slums. In Springfield, it was perfect.
The staff was extremely courteous, and the room was outfitted in luxurious sheets and bathroom accessories that you’d expect at a higher end hotel.
My point is, it is possible to change people’s impression of you. It takes a bit of work, but it will pay off. Where Hampton may have charged $49 for a room, they are now able to command a higher price and prove the value.
Think about your brand. Especially in light of the current economy. Is there a different positioning you would do better in?
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Susan Payton is the Marketing Eggspert, and owner of 
It certainly is possible to improve your quality regardless of your industry. Its changing people’s impression thats the tricky part. You now think more highly of Hampton having stayed there and experiences the improvements. But what are they doing to communicate to us that we have they have changed so much we’ll have to see it to believe it? Thats the real task.