Branding Tag

PARIS — When luxury consultant Natalie Bader Messian was approached to affix the board of the Ritz Paris with a mission to burnish its brand and diversify its revenue streams, she decided to go to the hotel incognito to get a way of what challenges she might face. The French executive, who has helmed brands including Clarins and Fred, was met on the door by a staff member who politely inquired about her reason for coming to the hotel. She was initially denied access after which chaperoned by one other staffer during her visit — giving her the impression that the Ritz had something of a fortress mentality when it got here to non-guests. “I saw a superlative hotel, remarkable service, but...