Verchele Wiggins, Holiday Inn Family Brands' VP of global brand management, talks to Lindsay Stein about the company's next evolution.
What is your main marketing goal heading into 2012?
A lot of our competitors speak to consumers in a much more functional way in terms of the benefits they provide. That's certainly something important to us, but it's the emotional approach we take that consumers tell us makes them more comfortable and makes them choose Holiday Inn.