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When we were hired to brand our first Marriott Vacation Club resort, the entire vacation club industry – once cookie cutter in nature – was starting to go upscale. The products were getting fancier, the economy was booming, and the prices were going up. The Marriott's SurfWatch sales team realized that they needed a fresh approach to branding and marketing, one that would capture the unique attributes of this particular Marriott resort property, so they hired outside of the traditional corporate circle. The results were impressive. Marriott's SurfWatch pre-sale numbers remain the single highest of any Marriott resort ownership product to date. The SurfWatch sales team got a standing ovation for their outside the corporate box branding and marketing, and two months later we were off to the Caribbean and Marriott's Frenchman's Cove.