LOS ANGELES—Be prepared to hear a lot more about advantages incoming months. The concept lies at the heart of a new globalbranding campaign CBRE is launching today.“Transforming real estate into real advantage” will be the rallyingcry, along with the tagline, “Build on Advantage.” The campaignwill entail much more than print and web advertising, according tochief marketing officer Paul Suchman.

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Eleven months in the making, the program will not only touch onthe above mentioned advertising channels but will also beincorporated into internal and externalcommunication and across CBRE'sregional websites around the world. It will also play a prominentrole in case histories that will, in Suchman's words “becelebrated” both within the halls of the firm and for its clients'awareness. The branding will also figure heavily in CBRE's socialmedia presence, including Twitter and Facebook. Results will beaudited periodically for impact.

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“We want to be known as a world-class real estate services andinvestment firm,” Suchman told GlobeSt.com in an exclusiveinterview in the days leading up to the launch. Real estate isgenerally considered a cost center for most corporations, heexplained. “We believe real estate is a strategic differentiatorwith the potential and power to deliver transformational businessvalue.”

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Toward that end, while keeping a focus on the corporate head ofreal estate, the firm will now be spreading the gospel of realestate to the entire C-suite. “We want to speak with a voice ofadvice and counsel.”

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“With our new positioning, we've created an organizing principlefor the brand that supports our core strategy of producing distinctadvantages for all our stakeholders,” said president and CEO BobSulentic.

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But the branding is more than catchy slogans. Through most of2014, Suchman and his team surveyed more than 60 CBRE employees andnearly 30 clients on the messaging the firm was putting out and howit was being perceived. The research also included reviews ofinternal and external communications to evaluate the consistency ofthe messaging.

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The marketing officer explained that the firm also took a closelook, of course, at how competitors were marketing themselves andconcluded that it needed to align itselfwith the branding principles ofworld-class services firms. Real estate companies send outessentially the same message.” Meanwhile, those service firms usetheir branding to effectively set themselves apart. He used UPS,with its ownership of the concept of logistics, as just oneexample.

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“We want to own the concept of 'advantage,'”Suchman concluded.

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John Salustri

John Salustri has covered the commercial real estate industry for nearly 25 years. He was the founding editor of GlobeSt.com, and is a four-time recipient of the Excellence in Journalism award from the National Association of Real Estate Editors.