Fox – sly.  Trots – left-leaning (Trotsky) plus its more insalubrious meaning.  Foxtrots – leading the industry in a dance. 


2006 August 10


Hotels. One bourne every minute.

I have discovered other company executives that have not read my report How to Create a Luxury Brand on the Cheap.

A new company has been formed from that which ran four London hotels – Berkeley, Claridges, Connaught, Savoy – because the Savoy has been sold off and is now managed by Canada’s Fairmont. 

If you ask me (which, oddly, few do), I would have named the leftovers (Berkeley, Claridges, Connaught) the ‘Claridges Group’. After all, that name is reasonably well known.

But the owners, Quinlan Private, didn’t ask me. They asked Landor (which thinks up brandnames, like me, but, unlike me, probably gets paid US$100,000/snip). 

I suppose to earn its fee, Landor could hardly say ‘Claridges’ or even ‘Quinlan’. So it said ‘Maybourne’.

And Quinlan approved and, presumably, paid Landor, and a new meaningless hotel group name was born.

All that is needed now is to spend millions of dollars on getting ‘Maybourne’ as well known in a few years’ time as ‘Claridges’ is known today. 

Good to know there are still fools around who can easily be parted from their money.


The Fox