Robbie’s Real Estate Trends: Beyond the Brand
March 10th, 2014 | by The Update
Illustration / Shutterstock
As seen in the Wall Street Journal Mansion section:
There is a lot of talk about “brands” these days. But the concept is hardly new. Years ago advertising guru David Ogilvy explained brand as “the intangible sum of a product’s attributes.” The name, packaging and cost, reputation and the way a product or service is advertised, all factor into the foundation of a brand.
Today, “branding” refers to the process associated with establishing and publicizing everything from goods and services to corporate identities. The brand can be articulated visually with a snappy logo or audio signature, such as the three-notes of the classic NBC chimes or the cheery tones of McDonald’s “I’m lovin’ it” campaign. In its simplest form, branding does a tremendous amount of heavy lifting in an extraordinarily short period of time. You see a logo or hear a musical signature and instantly make a clear connection.
One of the best examples I know of brand clarity is Lamborghini, the Italian line of automobiles that recently celebrated its 50th anniversary. The company is world renowned for their design, elegance and high performance. While Ford builds more than 20,000 cars a day, Lamborghini builds 11 (all of which are reportedly ordered a full year in advance). The brand is unmistakable: super sports cars, trendsetting dream-makers.
The true litmus test for any brand comes when the rubber meets the road. The label looks great, but does it wear?
Briggs Freeman Sotheby’s International Realty connects people and makes deals happen with agents working as trusted advisors. Rather than transactions, our clients represent relationships, which require integrity, focus and professionalism.
All of those characteristics make up our brand, which comes with a deep conviction and a promise we have stood behind for more than half a century. And that will never change.
President and CEO
For more beautiful homes, see briggsfreeman.com. Click here to see the latest in real estate news. CEO Robbie Briggs independently owns and operates Briggs Freeman Sotheby’s International Realty with five offices in Dallas, Uptown, Ranch and Land, The Ballpark and Southlake.