Part of Wyndham Worldwide, RCI is a global leader in vacation timeshare exchange networks. Interval International is its primary competitor. While smaller than RCI, Interval International had successfully positioned itself as the “quality” vacation timeshare exchange network. RCI retained us to help reposition the RCI brand. After poring over the research, it became clear that the category’s primary benefit is choice. People who invest in timeshare exchange networks do so to expand their choices. It also was clear that RCI offered significantly more choices in more places around the globe. Furthermore, RCI offered many more different types of properties not available through competitors. We helped the company see that “maximum choice” was the benefit to own in the industry and that it had unmatched proof points against this claim. We knew that “maximum choice” would trump “a smaller number of high-quality properties” for most people (and affiliated resorts) when selecting a vacation timeshare exchange network (partner). We also worked with RCI to identify ways to expand the company’s choices and to rectify system and process barriers to offering greater choice.
© 2015 Brad VanAuken
Brand repositioning case study reprinted from Brand Aid, second edition, available here.