People who travel aren't surprised to know that the Radisson U.S. hotel chain ranks at the bottom in consumer satisfaction. So the Chicago Tribune’s travel writer asked if I thought Radisson can save its dilapidated brand with its new “upper upscale” Blu hotel line, the first of which will take up 18 floors in the city’s stunning Aqua skyscraper.
In fact, Radisson’s Blu represents the only real way a company can hope to reinvent a brand whose reputation for dull, poor experience has become institutionalized in the nation’s hyper-competitive marketplace.
"When rebuilding a brand, you have to go all out," I told the Tribune. "If you do it incrementally, you're asking for a lot of patience. You have to overwhelm them. You have to create a level of cognitive dissonance that hits the reset button. That goes a long way toward creating a new life for an old brand."
Can’t wait to see the place.
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(Photo courtesy the Chicago Tribune)