ResortQuest Goes Back to Former Name, Aston

Aston Hotels is back. That's a name. Not a brand. Just like ResortQuest is a name. Not a brand.

Names are visual and auditory representations of your brand, but they are not your brand.

All over the local media, this change of name is being referred to as "rebranding." Not.

ResortQuest / Aston whatever you call it has the same brand, but now a different name.

Your brand is your promise to your customer -- In Aston's case, their brand promises relaxation, and care, and Aloha. Showing you the customer their Hawaii.

The Brand Strategy Group worked with them when ResortQuest forced the change from Aston. We have no idea why it is back -- but it's the same, swell, friendly brand.

A rose by any other name would smell as sweet. If you want to nail down your brand, call us.