"The Continentale hotel is a Lungarno Collection hotel, which means it's a Salvatore Ferragamo hotel. Why the chain of code names? Why not just come out and say it, Ferragamo in blinking neon, or at least radiant gold (a la Versace)? Why not at least take advantage of the opportunity to better position the brand, like Cerruti or Bulgari?" - Tablet Hotels