YOUR BRAND IS DEFINED BY THE EXPERIENCE YOU CREATE FOR YOUR CUSTOMERS. YOU CAN EITHER STAND OUT OR STAND BY.
Belonging – making people feel seen and valued.
Experience – creating moments people remember.
Legacy – leaving something that outlasts us.
THE ICONIC FRAMEWORK
Be UNIQUE
Be AUTHENTIC
Be PASSIONATE
Be CONSISTENT
ELTON JOHN
Be UNIQUE
INIMITABILITY
MISSION – the WHAT
VISION – the WHERE
PURPOSE – the WHY?
Know your
WHY
Make an emotional connection
TOURISM LESSON #1 – People may visit because of what you have, but they return because of what your story makes them feel.
“The middle of the road is where the white line is – and that’s the worst place to be.”
ROBERT FROST, AMERICAN POET
ONE OF US
REPRESENTS
ALL OF US
LL COOL J
Be AUTHENTIC
TOURISM LESSON #1 – People may visit because of what you have, but they return because of what your story makes them feel.
TOURISM LESSON #2 – Tourism strikes the perfect chord when people feel they belong, experiences become memories, and memories become legacies.
Seventy percent of a brand’s perception is driven
BY ITS EMPLOYEES
Take care of your associates and they’ll take care of your customers.
- J.W. Marriott
”
70 percent of employees are not engaged at work
GALLUP
ENGAGE. EMPOWER. INSPIRE.
SOUND-BITE CULTURE
They don’t care how much you know until they know how much you care.
- John Maxwell
“
CELEBRATE!
32
BRUCE SPRINGSTEEN
Be PASSIONATE
OWN IT, LIVE IT, LOVE IT!
TOURISM LESSON #1 – People may visit because of what you have, but they return because of what your story makes them feel.
TOURISM LESSON #2 – Tourism strikes the perfect chord when people feel they belong, experiences become memories, and memories become legacies.
TOURISM LESSON #3 – Legacy is rarely created in grand moments. More often, it is stitched together one relationship, one experience, and one story at a time.
Our passion lies deep in who we are, not what we do.
Simon Sinek
YOUR MIND
IS A MAGNET
“The happiness of your life depends on the quality of your thoughts.”
Marcus Aurelius
JAMES BROWN
Be CONSISTENT
Albert Einstein
“I have no special talent. I am only passionately curious.”
TOURISM LESSON #1 – People may visit because of what you have, but they return because of what your story makes them feel.
TOURISM LESSON #2 – Tourism strikes the perfect chord when people feel they belong, experiences become memories, and memories become legacies.
TOURISM LESSON #3 – Legacy is rarely created in grand moments. More often, it is stitched together one relationship, one experience, and one story at a time.
TOURISM LESSON #4 – The experiences we create today become the stories others tell tomorrow.
We can’t always choose the music life plays for us, but we choose how we dance to it.
Every great song begins with individual notes. Every great quilt begins with individual pieces of fabric. And every great destination begins with individual stories. By themselves, they may seem ordinary. But when they are brought together with purpose and authenticity, they create something truly unforgettable.