The Association of Travel Marketing Executives (ATME) will host its next Executive Think Tank October 11-12 centered on “story-based brand strategy” in Orlando. “A thorough understanding and deployment of your brand articulates a well-synergized organization,” said Joel Chusid, ATME’s chairman and General Manager, North America, Hainan Airlines. “All too often consumers view a brand as just a name and a logo. A resort or destination represents a particular vacation experience – a brand experience – and it establishes a relationship between you and your guests.”

Top executives from the travel industry’s most successful brands will discuss the tools, trends and tips of the travel trade as participants explore story-based brand strategy. The first session, built around a case study of developing a new brand strategy for Grand Bahama Island, incorporates a story-based approach. The second session emphasizes brand leadership and innovation across industry categories, including innovative thinking from the restaurant and hotel food and beverage perspective.

“Effective branding begins with a strong concept and clear strategy,” Chusid said. “It’s about positioning the entity in an attractive manner, resonating with your target visitors in a compelling way. It also is about enculturation, which supports a positive experience and ensures that everyone responsible for delivery of the brand experience has a clear understanding of what needs to be accomplished and how.”

Conference speakers include:

• Joseph Couceiro, VP Marketing, Anheuser-Busch Adventure Parks



• Dennis Marzella, VP Brand Strategy & Research, Quantified Marketing Group



• Bob Allen, Chief Storyteller, i.d.e.a.s., located at the Disney MGM-Studios



• David Johnson, Senior Deputy Director-General, Bahamas Ministry of Tourism



• Denise Adderley, Director of Marketing Services, Grand Bahama Island Tourism Board



• Alice Norsworthy, SVP Marketing, Royal Caribbean International



• Helen McCabe-Young, SVP Sales & Marketing, One & Only



• Aaron Allen, Founder & CEO, Quantified Marketing Group



• Patrick O’Neil, SVP Operations, NYLO Loft Accommodations



• Christopher Baum, SVP Sales & Marketing, DetroitMetro CVB

“Whether you are a marketer for an airline, hotel, resort, attraction, online, tour operator, domestic or international destination, you will think in a new way about your brand,” Chusid said.