CHICAGO—As recently reported in GlobeSt.com, the international real estate firm formerly known as Jones Lang LaSalle has decided to brand itself simply as JLL. And Charles Doyle, the firm's chief marketing officer, now tells GlobeSt.com that the rise of social media on the Internet and the spread of JLL throughout the globe, especially into nations where English is not the dominant tongue, made such a change necessary.
“It's been a decision we haven't taken lightly or made quickly,” he says, but with so many consumers and businesses now accessing real estate information from their mobile devices, JLL wanted to shrink its name and reduce visual clutter on these now-ubiquitous small screens.
“The space you get to express yourself on is very small,” he adds, a challenge JLL had to confront when it created its first apps on iTunes about two years ago. “The mobile world was sort of imposing itself on us.”
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Brian J. Rogal
Brian J. Rogal is a Chicago-based freelance writer with years of experience as an investigative reporter and editor, most notably at The Chicago Reporter, where he concentrated on housing issues. He also has written extensively on alternative energy and the payments card industry for national trade publications.
