Brand Evaluation & Strategy, Mindset Modeling, Brand Architecture
Marriott Vacation Club is the market leader and most trusted name in timeshare vacation ownership. They engaged BIG to perform a “Red Team” review of the brand in order to make positioning adjustments to ensure the long-term success and viability of the brand for future generations. Through a deep brand immersion, including in-depth interviews, brand lover discussions, syndicated data reviews, and custom behavioral modeling, BIG was able to provide recommendations on ways to evolve and strengthen the brand’s relevance to modern consumers. BIG provided MVC with updated nomenclature, recommended evolution of the brand’s look and feel, best practices in digital execution, and presentation of partner products. BIG also oversaw the development of a new digital prototype to act as a blueprint for digital evolution.