No, not "dubya". (He doesn't try hard enough...) I'm talking about the W Hotel. I'm staying at The W Seattle and it's my first experience with the hotel chain.
It's nice. Elegant. Reasonably priced (except for the espresso - $5 for a dopio!).
But they try too hard.
No, I'm not talking about the service. It's fine. Great. As a business, you should always strive to deliver more than is expected of you, particularly when you're a hotel.
It's the brand. It tries too, too hard to be hip and cool. When I checked in, the music was so loud in reception that I could barely speak with the front desk clerk. After stepping off the elevator to search for my room, the hallways were so dimly lit ("mood lighting") that I could barely read the numbers on the doors.
Then, there are all the W's.
Alliteration is a powerful communications tool and can reinforce a brand but after, say, the 100th W, it gets old. Almost annoying.
They need to ratchet it back a bit. Brands should be strong, not overbearing.
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