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Home My WebLink About07. Discover Vail - Brand Platform - 11.15.20241Vail - Brand Strategy Vail- VLMDBrand Platform NOVEMBER 15, 2024 2Vail - Brand Strategy TABLE OF CONTENTS 01Brand Platform Elements 02Magician Archetype 3Vail - Brand Strategy Brand Pillars Key strengths of the brand ▼ Personality The brand traits influencing its expression (voice & identity) ▼ Brand Positioning What makes a place stand apart BRAND PLATFORM ELEMENTS 4Vail - Brand Strategy BRAND PILLARS What are the pillars that define Vail’s key strengths? 01 Pioneering Spirit 02 Vibrant Village 04 Elevated Experience 03 Year-Round Discovery 5Vail - Brand Strategy BRAND PILLARS Active and engaged, ours is a real community of stewards who share the passion of Vail’s founders. They take the long view of their mountain home, devoting themselves to their love of the outdoors, the well-being of their families, and the sustainability of their beloved surroundings. Pioneering Spirit 6Vail - Brand Strategy BRAND PILLARS Vail Village and Lionshead are unparalleled gathering places, both timeless and evolving. Charmingly ornate European architecture, glorious food, and walkable streets connect and delight devoted outdoors people, locals, day trippers and visitors from around the world. Vibrant Village 7Vail - Brand Strategy BRAND PILLARS Vail oers an unforgeable blend of culture and nature, inspiration and exhilaration in all four seasons. Our summers are filled with art, musical performances and festivals that rival those in major cities, and a joyous range of year-round sports keeps people connected to all the lives of the mountain. Year-Round Discovery 8Vail - Brand Strategy BRAND PILLARS Vail’s warmth, care and aention has earned us deep connections with residents, families and visitors from around the world. It’s a unique luxury, a practice and a feeling that comes as much from creating a global standard of programming as it does from treating people like family and a devotion to every detail, no maer how small. Elevated Experience 9Vail - Brand Strategy BRAND PERSONALITY If Vail were a person, how would they behave? 01 Passionate We’re devoted to our outdoor lives and our surroundings. 02 Caring 03 Inspiring We hold ourselves to a higher standard; we inspire to beer. 02 Charming Vail is a destination that enchants. 05 Inspiring 02 Fun 04 Memorable The fun of Vail becomes part of our families’ stories forever. 10Vail - Brand Strategy BRAND PERSONALITY Our community is defined by its pioneering spirit. Our personality is passionate. It’s Vail’s people who bring it to life: our diverse residents and visitors are outspoken, quirky, friendly and active, devoted to their lifestyle and their surroundings. They make Vail the authentic, alive and welcoming place that it is year-round. Passionate 11Vail - Brand Strategy BRAND PERSONALITY Charming Our villages are vibrant. It charms all who encounter it. We all feel the charm of the villages, a magic that transcends logic, no maer our age or our origins. From the villages to the mountain, season to season, Vail captivates and enchants us, touching the parts that other resorts cannot reach. 12Vail - Brand Strategy BRAND PERSONALITY Inspiring Our experiences are elevated. The way we behave is inspiring. From the casual luxury of our hospitality venues to our imaginative year-round programming in the music, arts and competitions, Vail is a destination and a catalyst that creates and oers more, inspiring residents, visitors and employees to new heights. 13Vail - Brand Strategy BRAND PERSONALITY Memorable We oer year-round discovery. We’re fun and we’re memorable. Vail is both unabashedly fun and entirely unforgeable. Memories are made moment by moment, whether residents and visitors are following the wave of a baton at the Ford Amphitheatre, watching their kids compete at the GoPro Games, savoring the craft of a Michelin chef or making early morning turns down Sun Up Bowl. Vail goes straight to the heart and stays there for generations. 14Vail - Brand Strategy BRAND POSITIONING We bring Vail to life and it brings us to life. Vail is a town, a mountain, a valley and a community with the power to bring us closer to one another and to nature, and show us moments we’ll share together forever. 15Vail - Brand Strategy Vail is a Connector IN ONE WORD 16Vail - Brand Strategy Pioneering Spirit ▼ Passionate Vibrant Village ▼ Charming Elevated Experience ▼ Inspiring Vibrant Culture ▼ Creative Year-Round Discovery ▼ Memorable BRANDPOSITIONING BRANDPILLARS BRANDPERSONALITY We bring Vail to life and it brings us to life; more than just a mountain, it’s a town, a valley and a community with the power to bring us closer to one another and to nature, and show us moments we’ll share together forever. OUR POSITIONING IN ONE WORDConnector 17Client Name – Project Name IN ONE WORD… BRAND POSITIONING BRAND We make technology so simple that everyone can be part of the future. If we’re in your computer, you can trust us to make it move faster. We oer a personal moment of escape from a hectic life between work and home. We are a symbol of prestige, made with scrupulous aention to detail to enable perfect precision. Simplicity Speed Moments Prestige Connector A town, a valley and a community with the power to show us moments we’ll share together forever. 18Vail - Brand Strategy BRAND ARCHETYPE The Magician 19Vail - Brand Strategy Every brand is represented by one of the twelve Brand Archetypes. BRAND ARCHETYPE WHEEL 20Vail - Brand Strategy DEER VALLEY SUN VALLEY TELLURIDE BRECKENRIDGE JACKSON HOLE WHISTLER ASPEN NORTH LAKE TAHOE BRAND ARCHETYPE WHEEL The Opportunity for Vail 21Vail - Brand Strategy BRAND ARCHETYPE The Magician The Magician brand archetype is a visionary that wants to dazzle their audience with new and exciting experiences and make dreams come true. Magician brands like to take their followers on a journey and provide them with magical moments that stick in their memory. Magicians savor knowledge but prefer to use it to realise their vision than share it directly with the world. MAGICIAN BRANDS 22Vail - Brand Positioning Strategy “Vail is all about delivering consistently amazing experiences and powerful memories to people.” BRAND WORKSHOP “A feeling you can’t put it into words.We want you to create core memories here.” BRAND WORKSHOP “One of the most beautiful places on earth, I can’t wait to get back to Vail.” FOCUS GROUP BRAND ARCHETYPE The Magician brand archetype is best suited for brands who oer products or services that oer their customers powerful experiences they’ll remember forever. The Magician DESIRE Powerful Experiences MISSION Provide an escape from the ordinary through unique, powerful moments that make the impossible possible. TRAITS Charismatic, Imaginative, Idealistic, Insightful FEARS Repetition, Boring, Stagnation, Doubt, Ignorance WHAT WE HEARD 23Vail - Brand Strategy BRAND ARCHETYPE How does the Magician define Vail’s look & feel? Sense of movement and discovery. Intergenerational connection. Awe-inspiring and vivid. 24Client Name – Project Name Let’s empoweryour place together. CONTACT resonanceaco.com info@resonanceco.com @resonanceco.com NEW YORK 175 Varick St., 6th Floor New York, NY 10014 +1 646 413 8887 VANCOUVER 1040 Hamilton St., Suite 306 Vancouver, BC V6B 2R9 +1 604 681 0804 MONTRÉAL 3500 St Jacques St. Montréal, QC H4C 1H2 +1 438 413 8887 SINGAPORE 46 Kim Yam Rd. #01-05/06/07 Singapore 239351 +65 8116 7444