Warner Hotels on its mission to go from ‘leading potential’ to leading brand
Warner Hotels’ first CMO wants to identify “a simple, sharp” way to talk about the brand and “pull that thread” through the whole experience.
Warner Hotels’ new CMO is on a mission to “pull a thread” through the brand, in a bid to bring to life what customers love about the business along every touchpoint.
The adults-only hotel chain appointed David Murdin as its first CMO in July, tasked with fuelling growth as the brand enters its “next phase” of evolution.
“For CMOs these days, yes, it is about communication and brand building, but a lot of it is about how you land the brand as an experience,” he says.
Warner Hotels faces a “classic challenge”, in that while it has loyal customers it needs to reach a new audience, although Murdin believes business has “huge growth potential”.
The chain does have good awareness, but this could be better in comparison to its competitive set, he notes. What the new CMO really wants to build isn’t just awareness, but an understanding of what the Warner Hotels brand really is.
