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

2006 October 10


Conglomerate. De-Cendant. 


As I advised my reader in my most recent column, the Cendant hotel group was looking for a new name. It did not look very far; it chose Wyndham, the name of the hotel company it bought at the end of 2005. 


I believe this is a  mistake – albeit partly because Cendant did not buy my over-priced manual ‘All You Need To Know About Branding In 60 Minutes’. 


The reason is that the consumer does not get it. Just take a look at all the new names, and twists and turns with old names I have written about on this page. There is too much for them to retain, with similar descriptions. 


Somewhat puzzling is that more than a few hotel companies are ignoring my advice, and naming their group after one of their brands. Examples – Hilton, InterContinental, Marriott, Raffles, Shangri-La. For sure, they are all on the verge of collapse, but perhaps not just yet.