luxury real estae personal and company branding: Thursday’s Thoughts: Have You Had Your First Robotic Moment?
- 07/09/15 04:53 AM
Have you noticed that many people are so tuned to technology that they start acting like the very technology they are using? This is known as the Robotic Moment, coined by MIT Professor/Researcher of social robotics Sherry Turkle.
Technology has encouraged many to avoid phone calls and face-to-face conversation that can make them feel vulnerable, and open to judgment. In an email or text, you can edit your words and push send. It is much easier to say, “I am sorry” in an email or text, than it is to do it in person. This might be the first robotic moment, … (27 comments)
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luxury real estae personal and company branding: What Makes You Tick? Power, Prestige Or Money?
- 06/23/15 03:33 AM
If you opted to join a luxury real estate company rather than being a “solopreneur” you most likely were attracted to certain self-expression benefits that comprised that company’s value proposition. By analyzing your decision making process, why you chose one brand over another, you may learn something about “what makes you tick”.
What is the most significant value your company offers you, personally? For most luxury real estate marketing professionals, the answer comes down to POWER, PRESTIGE, or MONEY.
By power we mean that the brand may help you open more doors. There is power in numbers. So, a brand with a … (40 comments)
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luxury real estae personal and company branding: Postcard From Naples, Florida: Life On The Branding Road
- 06/11/15 11:10 PM
It was a rainy day in Santa Barbara on Tuesday, when we drove to LAX. Later that evening, we arrived in Fort Myers, Florida. And rain welcomed us to Florida as we drove to our hotel in Old Naples.
Bright and early on Wednesday, (5:30 AM PST), our new client picked us up. We discussed his competition, reviewed his marketing, explored niches where he could make his mark and become the market leader. We had a late lunch at his favorite Italian restaurant and continued the discussion.
By 4:00 PM, together, we had come up with the plan, the brand strategy, the marketing initiative, the positioning, and the niche. The … (34 comments)
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luxury real estae personal and company branding: Earn More by Expanding Your World Beyond Real Estate!
- 05/14/15 04:29 AM
One of the characteristics of an excellent luxury real estate marketing professional is having a broad base of interests. Those who can engage in discussions on topics beyond real estate have a greater chance of connecting with high net worth individuals and also of earning their business. Embracing the fine arts can offer you an entire spectrum of potential topics that can help you differentiate yourself from the typical “one-dimensional” agent (We lovingly call them “uni-dems”).
In a world where we find ourselves spending way too much time in front of TV screens, movie screens, digital device and computer screens it is … (29 comments)
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luxury real estae personal and company branding: Is Your Brand Package Remarkable,and Reflective of Your Strategy?
- 04/30/15 08:27 AM
Being at the top of your game as a luxury real estate marketing professional requires being consistently remarkable which includes your presentation materials. These need to stand out and communicate your identity and its congruency with your target market.
This morning we took some time to do various errands, and some shopping for our upcoming trip. We were delighted to see that one of our favorite stores from New York, Henri Bendel, had opened a small boutique in the Westfield Center in Woodland Hills. We were both attracted to the bright display of merchandise, and the striped white and chocolate walls, … (31 comments)
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luxury real estae personal and company branding: Happily Ever After: Kiss A Frog, Get A Frog Prince?
- 04/22/15 12:21 AM
When coming up with a brand name for your personal luxury real estate brand or company brand, it is important to examine all the connotations a brand name may have that are both positive and negative. A good brand name is one that exudes quality in luxury real estate. Here is an example:
The name Frog Prince on this Red Blend wine from Napa caught our attention. Red blends are increasing in popularity. For most non wine drinkers, it is an easier wine to drink sweeter to the palate. as the tannin has been blended out, and it is also less expensive to produce.
Kissing a frog who turns into … (40 comments)
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luxury real estae personal and company branding: Are You In It to Win It?
- 04/19/15 02:31 PM
Your competition
Why on earth are you in the game of luxury real estate marketing if you are not in it to win it? Sure, there are plenty of agents who just want to eek out a living. But, they are missing out on all of the fun because they do not know the secret of winning the game!
The sweet spot in marketing luxury real estate is making the shift from being what we call a competent “transaction engineer” to being a true market leader. When market leadership is your quest, you become a strategist in a game where power, personal … (42 comments)
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luxury real estae personal and company branding: Remarkably Simple and Unforgettable Branding with A Great Story!
- 03/26/15 01:10 PM
This is the photo of a wine label. It is very simple. The label is a single strip and it looks like it is handwritten calligraphy. It is in Latin, Ex Umbris, which means “From shadows”. It is a standout amid the usual wine labels. The bottle itself has no outer foil or wax to remove. All you need is a corkscrew to get it out.
This is the back of the label repeating the front and continuing the Latin sentence with “Ex Umbris et imaginibus in veritatem” or in “From shadows and symbols goes the truth”.
This Yakima … (30 comments)
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luxury real estae personal and company branding: From Africa to Beverly Hills with Bland, Blah & Brand Dilution!
- 03/13/15 04:48 AM
Yesterday morning as we were amusing ourselves in Beverly Hills, we caught the unveiling of the new Louis Vuitton store. Last year we featured the gorgeous barricades they treated the public with in Beverly Hills. Here is a reprise of the shots.
When a store leases a prime corner space in Beverly Hills, they have the opportunity to make a statement with the architecture. This statement should align with their brand identity!
Louis Vuitton is known globally for their magnificent window designs, and if you have followed our posts, we have often emphasized their attractiveness to those … (27 comments)
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luxury real estae personal and company branding: A Brand Category to Call Your Own
- 02/26/15 02:05 AM
In the realm of strategic branding, the ultimate coup is creating and defining your own brand category and then becoming the “category killer” (think Kleenex, Scotch Tape, iPod). This is what you want to strive for in marketing luxury real estate: staking your claim on a market niche that is uncontested (virtually no competition) and owning the lion’s share of business in that category, from day one.
The Apple Watch is slated to launch in April. Countless tech companies have already defined the “wearable” category of computing devices creating a frenzy of cutthroat competition that will inevitably end in … (34 comments)
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luxury real estae personal and company branding: Wordless Wednesday: Creating A Buzz With Humor In A Brand Name!
- 02/03/15 11:32 PM
Some Mendocino wineries are known for creating wines and branding them with tongue in cheek brand names. This Tusk 'N Red is a prime example. Instead of labeling Tuscan Red, they stand out with a label that includes the back of an elephant sitting on a bench with his head slightly turned so you can see his tusk and two people on either side looking out on to an Italian style plaza.
It is made by the Mendocino Wine Company, which includes Big Yellow Cab wine (we wrote a post on the label in 2008). The label showed the back of a yellow … (30 comments)
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luxury real estae personal and company branding: Do You Have A Remarkable Slogan? Part 2
- 12/10/14 10:20 PM
A great slogan artfully articulates your extraordinary promise of value with brevity of communication. The trick is to create a clever slogan that instantly sticks in the mind of your target market and triggers word-of-mouth advertising.
In Part 1 of this article series we challenged you to identify the business category of this 3-word slogan:
FINDER OF KEEPERS
This is one of the advertising slogans for the market-leading matchmaking firm in North America, Selective Search. Their tag line, which consistently accompanies their logo, is, “Executive Search Meets Personal Matchmaking”. In just 5 words they communicate their unique … (24 comments)
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luxury real estae personal and company branding: Do You Have A Remarkable Slogan? Part 1
- 12/10/14 12:43 AM
One of our biggest challenges as brand strategists is to refine, condense and distill our clients’ extraordinary promise of value into a remarkable slogan in just a few words. After brainstorming with our clients and gathering a tremendous amount of information about them and their marketplace, it usually comes to us in a flash! We know we have nailed it when the slogan sticks in the minds of their target market, including any potential referral source, and sparks word-of-mouth advertising.
You may have heard the expression, “Finders keepers, losers weepers”. Recently, we came across an ad for a … (24 comments)
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luxury real estae personal and company branding: Personal & Company Branding: Are You Ahead Of The Pack?
- 11/20/14 12:37 AM
Until someone gets to know you or your company, you are an unknown commodity. As a commodity you are just another ordinary real estate agent with no distinguishing characteristics. That is why it is so important to communicate your extraordinary promise of value through your packaging and your branding.
Great packaging accelerates the speed of trust and sets you apart from the pack. Even if a trusted friend refers someone to you your exceptional packaging reaffirms that trust upon his or her first positive impression.
We recently reached for a box of LU cookies, a French cookie brand … (17 comments)
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luxury real estae personal and company branding: Luxury Real Estate Branding: Branding Starts With the Right Name!
- 11/13/14 12:05 AM
What is in a name? It should be everything! When you select a name for your personal or company brand (apart from your own name) it should be the summation of your brand values, what you stand for and also your brand personality. Your logo, which contains your brand name, is a symbol that should be the distillation your entire brand story. It is the starting point of telling your brand story. Therefore, branding is really the art of storytelling.
As brand strategists for the luxury real estate industry naming a company is one of the most exciting parts of … (18 comments)
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luxury real estae personal and company branding: Luxury Real Estate Marketing: Bromeliad Bonanza
- 05/13/12 02:43 AM
Yesterday at the Farmers' Market, in a Santa Barbara, there was a bromeliad bonanza. They come in many colors. The most common is a rosette (cup like) shape. They are a subtropical plant. Their leaves range in shades of green and some are spotted with purple, red or cream. Some are air plants and attach themselves to trees or rocks, while others are terrestials. Either way, they are beautiful and strange. They were arranged so beautifully, we just had to share them with you.
Happy Mother's Day, Cheers Ron & Alexandra
… (7 comments)
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