Seth Godin, in his new book This is Marketing, points out that if Nike opened a chain of hotels we would have an expectation of what those hotels would look and feel like. On the other hand, if Hyatt started a shoe company we would have no idea what sort of shoe they’d build.
This is because Nike has a brand. Hyatt doesn’t.
If Harvard opened a chain of hotels we could picture the Georgian architecture. If MIT did we could picture something out of a science fiction novel. If Geneseo did we could picture it trying to look elite on a budget.
So, if Fredonia opened a hotel, what would it look and feel like?