LOS ANGELES– CBRE Group, Inc., the world’s largest commercial real estate services and investment firm, has announced the launch of its new global brand positioning – transforming real estate into real advantage – along with a platform to express the positioning inside and outside the company, Build on Advantage.
“With our new positioning, we have created an organizing principle for the brand that supports our core strategy of producing distinct advantages for all of our stakeholders, and have united our professionals around this aspiration,” said Bob Sulentic, CBRE’s president and chief executive officer.
CBRE has built the world’s leading commercial real estate services and investment firm through strong organic growth driven by its commitment to creating exceptional outcomes for clients, a disciplined acquisition and integration strategy, and a relentless focus on attracting and developing the industry’s best talent.
Paul Suchman, CBRE’s chief marketing officer, said the “Build on Advantage” brand positioning marshals CBRE’s collective strengths, including its industry-leading professionals, broad geographic and business line footprint, and wide-ranging expertise.
“The timing is right,” said Mr. Suchman. “Firmly established as the leader of our sector, we now set our sights on becoming recognized as a premier professional services firm across all industries. We spent much of 2014 uncovering our true strengths and differentiators and hearing from clients about why they entrust us with their real estate. The answer lies in the competitive advantage we create for our clients. Time and again— in every market, every day—CBRE turns real estate into commercial advantages that yield transformational business value. It is this insight that underpins our new brand positioning and drives our ambitions for CBRE.”
CBRE is executing the new brand positioning in its more than 350 offices globally and is launching the first phase of a global advertising campaign today. The ads will appear in business publications in the U.S., U.K., Hong Kong and Australia, and will continue through 2015. CBRE’s sector-leading global research, marketing collateral and owned-media properties, including its website and social media, will also reflect the brand positioning.