The Fingerprint Strategy requires a high degree of authenticity to be effective. In many ways this is “anti-marketing”, at least in relation to how most companies do it. This is one of the reasons why we choose to work with very few clients. There must be a genuine sense of commitment to something special, with a strong and tangible sense of design as well as a story to the product that makes it unique. However while this sounds simple, it is frequently more complex. In the world of hotel related Private Residences for example, the data shows that NEOs are 4 times more likely than Traditionals to be attracted to Four Seasons and W Hotels, but only if you can truly connect people with how living in such a place would benefit them on an individual level. Unfortunately the over reliance upon Traditional symbols of brand, luxury and lifestyle, are actively driving NEOs away from these products.