Marriott Convention and Resort Network Rebrands to Become Innovention Network

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Dragon Rouge Helps Internal Association with Name Change While Polishing its Brand for an External Audience

Corporate travel and meeting planners look for suppliers that provide innovation without unnecessary risk. To speak directly with this audience, the Marriott Convention and Resort Network (CRN) an internal association of member properties tapped Dragon Rouge, the independent global brand consultancy, to transition CRN to a customer-facing entity. It’s new mission: to communicate the value of the network to key customers within the corporate and association segments.

A collection of over 60 premier convention and resort hotels, the network represents three full-service brands: Marriott, JW Marriott, and Renaissance.

Marriott engaged Dragon Rouge to develop a brand positioning, name, and visual identity for CRN to reflect this strategic shift.

Through a rigorous process that included stakeholder workshops, management interviews, and customer input and validation, Dragon Rouge identified ‘Proven Approach, Innovative Outcomes’ as an optimal brand positioning. The concept inspired the name Innovention Network to take the place of CRN and a new, customer-facing visual identity.

“From our interviews with meeting planners and economic buyers, we learned that clients value innovation highly, but are often hesitant to work outside the box because of the risk that accompanies it,” says Eric Zeitoun, President of Dragon Rouge USA. “With stability and consistency at the core of its brand DNA, Marriott is expert at applying a ‘proven approach’ to manage these risks. The name Innovention Network articulates the idea that stability and consistency are not ends in themselves; they are foundational elements that drive the innovation process.”

“With a bold font and an energizing orange color, the Innovention identity has a uniquely modern look and feel that brings the brand idea to life,” says Marcus Hewitt, Chief Creative Officer of Dragon Rouge USA. “Because Marriott's people are arguably the company’s greatest asset, we added the exclamation point to represent the ‘wow factor’ Marriott delivers through its ‘Spirit to Serve’ associate culture.”

According to Julius Robinson, VP Global Sales and Chairman Innovention Network at Marriott, “Our new name, positioning, and identity allows us to communicate the value across our network to our best customers, and provides a platform to speak directly to them.”

About Dragon Rouge
Dragon Rouge (http://www.dragonrouge-usa.com) is the largest independent brand and design consultancy with offices in New York, Dubai, Hamburg, London, Paris and Warsaw. The firm develops brands around three areas of expertise: brand strategy, design and innovation.

About Marriott
Marriott International, Inc. (NYSE:MAR) is a leading lodging company with more than 3,400 lodging properties in 68 countries and territories. The company is headquartered in Bethesda, Maryland, USA and had approximately 137,000 employees at 2009 year-end. It is recognized by FORTUNE® as one of the best companies to work for, and by Newsweek as one of the greenest big companies in America. In fiscal year 2009, Marriott International reported sales from continuing operations of nearly $11 billion. For more information or reservations, please visit our web site at http://www.marriott.com, and for the latest company news, visit http://www.marriottnewscenter.com.

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JUDY KALVIN
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