Marriott
Marriott Bonvoy
Brand Naming & Verbal Identity
Client
Marriott
Services
- Naming Strategy
- Verbal Identity
- Brand Strategy
- Name Development
Marriott Bonvoy | Brand Naming & Verbal Identity
Naming a global loyalty program for a new era of Marriott.
I led the naming initiative for Marriott Bonvoy, developing and vetting a new brand name for the combined loyalty program spanning Marriott Rewards, Ritz-Carlton Rewards, and SPG.
Naming a global loyalty program for a new era of Marriott.
I led the naming initiative for Marriott Bonvoy, developing and vetting a new brand name for the combined loyalty program spanning Marriott Rewards, Ritz-Carlton Rewards, and SPG.
Services
- Naming Strategy
- Verbal Identity
- Brand Strategy
- Name Development
Naming a global loyalty program for a new era of Marriott.
I led the naming initiative for Marriott Bonvoy, developing and vetting a new brand name for the combined loyalty program spanning Marriott Rewards, Ritz-Carlton Rewards, and SPG.
Services
- Naming Strategy
- Verbal Identity
- Brand Strategy
- Name Development
The Approach
The goal wasn’t to simply create a new name. It was to introduce a new brand identity that could carry the weight of multiple legacy programs with loyal member bases, while feeling premium, contemporary, and worthy of a new chapter. The name needed to navigate emotional attachment, internal alignment, and global market realities all at once.
The Approach
The goal wasn’t to simply create a new name. It was to introduce a new brand identity that could carry the weight of multiple legacy programs with loyal member bases, while feeling premium, contemporary, and worthy of a new chapter. The name needed to navigate emotional attachment, internal alignment, and global market realities all at once.
The Approach
The goal wasn’t to simply create a new name. It was to introduce a new brand identity that could carry the weight of multiple legacy programs with loyal member bases, while feeling premium, contemporary, and worthy of a new chapter. The name needed to navigate emotional attachment, internal alignment, and global market realities all at once.
The Solution
I led workshops and naming exercises to explore a broad range of strategic directions, generating roughly 1,200 candidates over the course of the process. Those names moved through an extensive review process across Marriott’s international organization, where each option had to be evaluated for distinctiveness, tone, linguistic fit, and unintended meanings across markets.
The final result was Bonvoy: a coined name designed to feel fresh, memorable, and globally scalable, giving Marriott a new verbal identity for its reimagined loyalty experience.
The Solution
I led workshops and naming exercises to explore a broad range of strategic directions, generating roughly 1,200 candidates over the course of the process. Those names moved through an extensive review process across Marriott’s international organization, where each option had to be evaluated for distinctiveness, tone, linguistic fit, and unintended meanings across markets.
The final result was Bonvoy: a coined name designed to feel fresh, memorable, and globally scalable, giving Marriott a new verbal identity for its reimagined loyalty experience.
The Solution
I led workshops and naming exercises to explore a broad range of strategic directions, generating roughly 1,200 candidates over the course of the process. Those names moved through an extensive review process across Marriott’s international organization, where each option had to be evaluated for distinctiveness, tone, linguistic fit, and unintended meanings across markets.
The final result was Bonvoy: a coined name designed to feel fresh, memorable, and globally scalable, giving Marriott a new verbal identity for its reimagined loyalty experience.
