J. Wickham Zimmerman J. Wickham Zimmerman

Today, companies are fiercely competing for marketshare and talent, and branding is rapidly becoming an important part of the equation. In fact, many firms are hiring professional marketing companies to refine and define the company branding and culture as a way to attract talent and ultimately expand.

“Competition for market share among corporations today is fierce, so firms are looking for ways to really stand out and make an impression on clients, consumers, and their own employees, and potential future employees,” J. Wickham Zimmerman, CEO of OTL, tells GlobeSt.com. “According to Brandingmag.com, branding distinguishes companies in a number of ways, including garnering recognition, increasing business value, generating new customers, improving employee pride and satisfaction, creating trust within the marketplace, and supporting advertising. Corporations are leveraging the power of branding as part of their marketing campaigns to gain an edge in the current message-heavy business environment while establishing and solidifying company culture among their employees.”

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Kelsi Maree Borland

Kelsi Maree Borland is a freelance journalist and magazine writer based in Los Angeles, California. For more than 5 years, she has extensively reported on the commercial real estate industry, covering major deals across all commercial asset classes, investment strategy and capital markets trends, market commentary, economic trends and new technologies disrupting and revolutionizing the industry. Her work appears daily on GlobeSt.com and regularly in Real Estate Forum Magazine. As a magazine writer, she covers lifestyle and travel trends. Her work has appeared in Angeleno, Los Angeles Magazine, Travel and Leisure and more.