The Owners Club had relied for many years on the parent company, Club Corp, for marketing support. The residential vacation resort on Hilton Head Island had experienced a decline in sales value, as its owner profile failed to attract younger buyers. The Board engaged group 46 to fundamentally re-brand the property. Applying a particularly rapid version of our brand development process, we identified “The Comforts a Home. The Privileges of a Club.” as the differentiating essence of the brand.