Exclusive interview with Simon Manchipp on branding and hotels

What better man to ask but Simon himself on what he thinks about brands, luxury and boutique hotels.

Simon is a founding Partner of SomeOne, a London-based design practice that launches, re-launches and protects brands.

Their portfolio of clients is somewhat astonishing in terms of variety.¨Ü Ranging from the big boys, such as London 2012¨Üand Eurostar, to the classy brands of the London Royal Opera House and the Town Hall Hotel in London. SomeOne is also currently working on the branding of a new boutique countryside manor hotel called Heckfield Place situated in Berkshire, UK opening in 2012.

How has the world of branding evolved in your opinion?

For me, itǃÙs about the ǃÚdeath of minimalismǃÙ.¨Ü¨Ü Minimalism is usually talked about in glowing terms, but really it depends on what weǃÙre talking about ÇƒÏ some brands do require complexity.¨Ü A logo, which many believe to be the sole representation of a brand, can be used so repetitively, that in a way it feels like its talking down to you.¨Ü Powerful brands donǃÙt rely on just a badge.¨Ü Using a ǃÚmaximalistǃ٠approach in essence is like to develop a brand world which joins up all the pieces of a jigsaw puzzle.

A brand represents experiences. So for a hotel, there can be many that a guest could encounter ÇƒÏ eating at the restaurant, arriving in the lobby area, sampling a treatment in the spa, sleeping in the room to name a few.¨Ü If a brand is flexible, or to put it in another way ǃÚadaptiveǃÙ, it has the ability to constantly change relative to the person whoǃÙs seeing it.¨Ü So rather than a brand being seen as just a symbol, itǃÙs more of a dialogue, an ongoing conversation, which is so much more powerful to the consumer.

The TownHall, a boutique hotel in London is a great example where its brand is used in an intelligent and adaptive way. I would say that ÇƒÓ we did it ÇƒÓ but it demonstrates how brands can now be intelligently adaptive rather than rubber stamping.

When it comes to hotels, what aspect of branding is most important

A well branded hotel is the product of so many details, which is why adopting a maximalist approach to branding is more effective.

Everyone has been jumping on the bandwagon of one ǃÚbig ideaǃ٠but sometimes those conceptual, blue sky, not-that-useful ideas just create a restricting jacket rather than a set of exciting principles.

ItǃÙs widely trumpeted in Marketing circles that creativity comes in the form of ǃÚconceptǃ٠of one ǃÚBig IdeaǃÙ, rather than a deeply considered, tangible, coherent and crafted feel.

That is not to say that conceptual thinking is dead. That Big Ideas are worthless. More that big ideas can be many and frequently occurring in the modern brand experience. We like to give organisations, products and services need more than one big idea.

WeǃÙre fond of saying that in matters of branding, a logo isnǃÙt enoughǃ∂ that logos alone are increasing a little redundantǃ∂ When we see yet another re-brand hanging purely off a logo we feel there has been a real missed opportunity.

Which are the best boutiques youǃÙve experienced?

The best hotels IǃÙve stayed in are when you feel youǃÙre the only ones staying there.¨Ü I was on my honeymoon at The Pearl Beach Resort in Bora Bora, and I felt exactly like that.¨Ü I then realised that the hotel was fully booked-out! ItǃÙs never nice to feel like youǃÙre one of many waiting in line.

IǃÙm also a fan of Hotel¨ÜCostes, Paris ÇƒÓ they really have a strong sense of their ǃÚBrandǃ٠and are hard to beat for hardcore Parisian snobbery, amazingly dark lighting and their brilliant CDs by Stephanie Pompougnac.

WhatǃÙs your definition of luxury?

Luxury means many things to many people but for me, it all boils down to the ǃÚThree sighǃ٠test of relaxation. If I manage to sigh on three separate occasions, I can truly say to myself that IǃÙm in a place of luxury. What I mean is that feeling when you look out on a stunning view ÇƒÓ and sigh deeply in awe of the sight. Or when you finally lay down on a Tempur bed and sigh in relaxation. Or when you finish an incredible bottle of Pomerol. Three sighs are quite tough to achieveǃ∂ but it is possible!

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