If a Nike announced that they are going to open a hotel, we can predict how it would be like. But if Hyatt announced that they are going to start making shoes, we have no idea what the shoes would be like.
Why is it so?
It’s because Nike is a brand, but Hyatt just owns real estate. So, a brand is more than what we think it is. We are willingly able to resist everything when it comes to choosing our own brand because we have some kind of expectations, memories, stories, and relationships with our brand.