The MCG approach to branding is rooted in our experience in the travel industry. We are able to bring to our branding studies extensive knowledge of travelers and of the complex factors that drive their travel choices.

We understand the important differences that distinguish branding an intangible multi-faceted experience or service, such as travel, from the arguably simpler branding of consumer goods. Further, we recognize that tourism brands must “travel well”, meaning that they must resonate with travelers in many different source markets and belonging to different segments.

Our work has a strong psychographic orientation and our projects tend to have a solid empirical underpinning.

Clearly, no two MCG branding projects are the same, but most tend to include some or all of the following components: