Branding Archives | Vistage Research Center

Why mission statements matter

Jackie Dryden — Thu, 01 Jun 2017 10:00:59 +0000

The day-to-day stresses of leading a company can consume most waking hours. As a leader, how do you determine where to place your energy when there are multiple demands competing for your time and attention? And in the midst of...

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To influence the market, influence the networks

Rick McPartlin — Tue, 05 Apr 2016 16:00:12 +0000

There’s a myth in the B2B world that controlling the market is simple. Many companies believe that making money is just a matter of creating the perfect product, the right message and the best website, along with investing in SEO, well-placed...

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Corn dogs, fluffy pillows, and burned flags: Fixing a broken brand

Sally Hogshead — Tue, 27 Apr 2010 17:59:36 +0000

Odds are, upon reading these two little words, your reaction is decidedly negative. Maybe worse. And that decidedly negative reaction was precisely the challenge facing Stephen J. Cloobeck when he became Chairman and CEO of Diamond Resorts International, a time share company with almost 25,000 guest beds in 26 countries. Named “Sunterra,” the brand was notorious for high-pressure sales tactics and poor follow-through, and unanswered customer complaints riddled the company’s reputation online. (Perhaps worst of all were the hideously-Technicolor bedspreads and pillows. More on that later.)

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Valet Park, Self Park or South Park… What’s Your Brand?

AmyK Hutchens — Tue, 27 Apr 2010 16:54:48 +0000

Stephen J. Cloobeck, Chairman and CEO of Diamond Resorts International, a company with 150+ branded and affiliated resorts in 26 countries, shared today that if you want "to bring value to a busted brand, you start with the details." For Cloobeck, this means a direct access email address available to every customer and a winning smile with the word "yes" at the tip of his tongue. With these details, and a few others, Cloobeck has built one of the largest vacation ownership companies in the world in an era when the words "time share" can leave a bitter taste in your mouth.

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