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.

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.

“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.”