Starwood: Moveover, Starbucks

Starwood Hotels & Resorts Worldwide CEO Steven J. Heyer, in office for a mere 18 months, rolled out a highly ambitious company vision, which includes an all-new brand positioning strategy. At a New York City media event, he vowed to make the hotel chain’s eight brands as cult-like and well known as Starbucks and Apple’s iPod. He said Starwood would become “the most balanced hotel company and the most profitable in our industry by sharply defining our brands.”