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Hotel constellations: systems constelations on hotel brands

Hotel constellations: systems constelations on hotel brands. NHTV, Breda University of Applied Sciences Breda, Monday, June 2 nd 2007. Who am I?. Econometrics (Masters) and psychology (bachelor) Groningen, 1975 -1982

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Hotel constellations: systems constelations on hotel brands

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  1. Hotel constellations:systems constelations on hotel brands NHTV, Breda University of Applied Sciences Breda, Monday, June 2nd 2007

  2. Who am I? • Econometrics (Masters) and psychology (bachelor) Groningen, 1975 -1982 • Several jobs, e.g. the development of a commercial programme on a fashion school and camping manager • Branding consultant and assistant marketing professor Dutch Open University since 1990 • Dissertation on branding constellations 2001/7: the application of the systems constellation technique to identify branding opportunites.

  3. Today: hotel constellations - systems constellations to identify hotel branding opportunities • What: antropomorphic, spatial systems metaphor • When: important hotel decisions • Why: enhancing conscious hotel information awareness • Who: emotional intelligent hotel decision makers.

  4. Procedure description hotel constellations Main five steps: • Dialogue • Projective identification • Emotional systems feedback • Simulation and vision development • Creative interpretation.

  5. 1. Dialogue:Verbalisation issue and constructs

  6. 2a. Construct projection: Anthorpomorphising / projective identification of core constructs

  7. 2b. Current systems projection: Positioning stand-ins core constructs current situation

  8. 3. Emotional systems feedback: Sensing and questioning construct stand-ins on feelings, tele and intentions

  9. 4. Simulation and vision phase:Adding branding opportunities and optimizing systems energy

  10. 5.Creative interpretation: Verbalising emotions and insights towards the branding opportunities

  11. Rules problem owner • Construct choice: combination of ratio and emotion • Do not name the brand • Name the constructs ‘abstractly’ to allow the stand-ins to focus on their physical experiences • Choose the stand-ins carefully and intuitively, resonating the construct with the person, carefully inviting the people from the audience • Position the stand-ins carefully and intuitively, resonating the construct with the place • Interprete laterally: generate insights and wonder afterwards where your insights come from.

  12. Rules stand-ins • Forget which construct you stand for • Focus on your experiences: feelings, tele experiences and intentions • Describe the development of these experiences short and to the point when asked for by the facilitator.

  13. Rules audience • Focus on your personal experiences: feelings, tele experiences and intentions • Describe the development of these experiences short and relating them to the problem question of the problem owner, when asked for by the facilitator in the creative interpretation dialogue.

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