RCI, part of Wyndham Worldwide, is the world’s largest vacation timeshare exchange network. They were embarking on the development of a web based reservation system to move more customer service from telephone to online support.
To prepare for this move, they wanted to redefine their brand, infusing it with a much stronger emotional appeal. The Blake Project was selected as the third (and last) brand consultancy hired to lead them in this effort. We led them through the following project steps: brand audit, customer focus groups, brand positioning workshop, elevator speech development, brand architecture workshop, customer touch point design, emotional connection workshop, internal (inside-out) branding assistance, brand plan development and brand management training.
This was in the midst of an RCI member class-action lawsuit, and negative associations with the brand were high. We helped RCI understand that they needed to own “choice” and consistently deliver on the availability of choice with integrity. This is the number one customer benefit in the category and one that RCI can “own” given its many current and potential proof points. Its primary competitor, Interval International, while smaller than RCI with less choice, had already successfully staked out “quality” within the category