You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract InterContinental Hotels Battles Amenity Creep CMO Eric Pearson Says Defining, Differentiating Brands Is Crucial, but Then You Must Make Sure They Live up to the Hype By Natalie Zmuda, Published on September 05, 2011 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.