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Article: Successful branding means delivering on promises.(Commercial Sales and Leasing)
- Article from:
- Real Estate Weekly
- Article date:
- November 17, 2004
- Author:
CopyrightCOPYRIGHT 2004 Hagedorn Publication. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Long a popular concept in the consumer world, branding has recently become a buzzword in real estate, too. As with consumer products, brand marketing efforts need to back a solid product. Let me discuss an example close to my heart.
In 2002, six Manhattan towers--The Lincoln Building at 60 East 42nd Street, 250 West 57th Street, 501 Seventh Avenue, 1359 Broadway, 200 Fifth Avenue, and 1107 Broadway--were removed from the management of Helmsley-Spear and taken over by New York's three leading management and leasing firms.
Each of the buildings had a reputation, and we wanted to get each a new one.
Supervised by Wien & Malkin, all of the ...