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Jim Moran on last week's poll

'This is a classic case of Darwinism at its finest'

By Casey Freeman | Updated on May 30, 2008

CAN A BRANDING SHIFT HELP A REAL ESTATE FIRM DURING A DOWNTURN?

The greatest products in the world can collect dust if nobody is out there telling people about them. Customers can distinguish a re-branded company from all the stale competition out there. This week our voters were split almost down the middle about branding. More than 53% don’t think branding can help a company in this economy, while 47% of our readers believe a new look, style and profile can boost a company past the rest. Jim Moran, the managing partner at Co-Op Branding, who has worked with some commercial as well as residential real estate firms, spoke to GlobeSt.com about how his firm polishes up companies.

“We got into real estate as we saw that so many developments were marketing themselves so generically: show a rendering or a view, give a competitive price and say ‘this is branding our development.’ There was an opportunity to leverage our lifestyle branding experience outside of the real estate category. We’ve seen so many of the big names confuse gimmicks for branding. They just don’t get it. As a branding agency, we focus on real estate branding (residential, mixed use and commercial) as well as outside of the category.

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