A Strategy for Making a B2C Brand Relevant to a B2B Audience

MODIV performed a multi-stage body of research to identify key differentiation points for our client’s Masterbrand. These were then used to develop a unifying value proposition that drove messaging and creative for all B2B campaigns. This value proposition was then leveraged to develop proof points and positioning for individual hotel brands and the loyalty club, each rooted in the DNA of the overall value proposition.

In an industry where an ever-expanding brand portfolio is one of the core options for staying competitive, things can quickly get confusing for consumers as they assess whose brand bar includes what brands. For B2B customers, many of whom may not have ever set foot in a particular brand or family of brands, knowing what makes each hotel company different is a challenge most are unwilling to take on. Understanding this content was key in our client’s ability to move towards a differentiated positioning.

Starting at the Masterbrand level and working down to each individual brand, loyalty program, and service offering, MODIV supported our client in identifying a core value proposition that could be supported by the unique features, standards, and service levels of the brands on its brand bar. Through extensive audience research, MODIV was then able to identify the correct positioning of that value proposition for each priority B2B segment, allowing for a meaningful and differentiated understanding of how our client's family of brands is truly different from competitors.