Please accept all cookies to ensure proper website functionality. Set my cookie preferences

I was reading in Time magazine that Ian Schrager, who created the first truly trendy and chic hotels, is pulling a Madonna (reinvention) on us....

He's now spearheading a project he's calling "the antithesis of hip." It's a completely redone Gramercy Park Hotel that won't resemble the hotels we have come to instantly associate with him.
It's a response to what he sees as the omnipresence and over-accessibility of hip. Schrager calls his new style "eclectic bohemian" and feels it will speak to the growing market of retiring baby boomers. The question is, Can a man whose personal brand is synonymous with hip be taken seriously in his new venture?
I think Schrager will be successful in his new endeavor. He is a proven brand in the hotel industry. His hugely successful hip and trendy boutique hotels spawned many copies (the Gotham Group, W Hotels, etc). Clearly one of his brand attributes is visionary.
I think anti-hip just might be the new hip. Time will tell.
What do you think?
Technorati tags:

Continue reading "Ian Schrager from Hip and Chic to Bohemian and Quirky" ... Read the full article

Subscribe's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.



image of William Arruda

William Arruda is a personal branding pioneer, the founder and CEO of Reach Personal Branding, and the author of Ditch. Dare. Do! 3D Personal Branding for Executives.

Twitter: @williamarruda

LinkedIn: William Arruda