Magne&c  Branding:  A/rac&ng  Residents  and  Top  Talent  through  a  

Golden  Brand    

Our  Panel    •     Kevin  Thompson  

 Senior  Vice  President-­‐Marke2ng    Bell  Partners,  Inc.  

   •     Colleen  Ki/ell  

 Senior  Manager  of  Integrated  Marke2ng    BRE  Proper2es,  Inc.    

•     Margaret  Plummer    Vice  President  of  Employee  Development    Camden  Property  Trust  

Moderator:    Kim  Duty  Senior  Vice  President,  Public  Affairs  Na2onal  Mul2    Housing  Council  

What  Do  These  Products  Have  in  Common?    

They  Are  All  Commodi&es    turned  Into  Brands  

What  is  A  Brand?  •  A  product  that  takes  on  a/ributes  which  go  beyond  it’s  physical  proper&es  

Ä Rolex - Just tells time?

Ä Budweiser - Just a beer?

Ä Nike - Just shoes?

What  is  Branding?  

“It’s  not  a  company’s  logo  or  adver2sing.    Instead,  a  brand  is  a  customer’s  gut  feeling  about  a  product,  service  or  company.    If  the  word  ‘brand’  didn’t  exist,  we’d  have  to  invent  a  new  one,  because  no  other  word  captures  the  complexity  and  richness  of  this  concept.    The  only  word  that  comes  close  is  ‘reputa2on’.”                          Marty  Neumeier  

Birth  of  Branding  

The  word  "brand"  is  derived  from  the  Old  Norse  word  brandr  meaning  "to  burn."    

   

It  refers  to  the  prac2ce  of  producers  burning  their  mark  (or  brand)  onto  their  products.  

Quick  History  of  Branding  

•  Post  Industrial  Revolu2on:  Mass-­‐Produced  Goods  Mean  Consistency  and  Quality  to  Consumers    

Quick  History  of  Branding  

•  Humanizing  brands  to  create  a  personal  rela2onship  with  products.    

Quick  History  of  Branding  

•  Brands  as  self-­‐expressions.      My  choices  say  something  about  me.  

Quick  History  of  Branding  

•  Brands  as  connectors  and  problem  solvers.    

                         Who  Owns  The  Brand?  

The  Overall  Company  X  Experience  

•  Who  we  actually  are  (e.g.  our  staff,  our  investors,  our  leadership,  our  residents)  

•  What  we  do  (what  and  where  we  build,  what  services  we  offer,  how  we  run  our  business)    

•  How  we  talk  about  ourselves  (e.g.  mission  statement,  corporate  iden2ty)  

•  How  we  talk  to  others  (e.g.  property  marke2ng,  corporate  marke2ng,  investor  rela2ons)    

•  The  company’s  visual  iden&ty  (consistent  naming,  logos,  tagline,  color  scheme)  

Why  Brand?  Does  Branding  Ma/er  for  the  

Apartment  Industry?    

Why  Create  a  Brand    in  Mul&family?  

•  Improve  Marke&ng  Efficiencies  ü     Reduce  Media  Costs  ü     Reduce  &me  of  staff  through  centraliza&on  ü     Increase  impact  of  dollars  spent  via  consistent  message  

•  Increase  Rents  -­‐  Higher  than  non-­‐branded  compe&&on    ü  Ritz  Condo’s  geSng  a  30%    premium  

•  Improve  Efficiency  in  Leasing    ü     Signal  to  a  consumer  whether  this  is  the  right  place  for  them  ü     Pre-­‐qualify  leads,  increasing  the  efficiency  of  our  leasing  associates  

Why  Create  a  Brand    in  Mul&family?  

•  Improve  Down  Cycle  Performance  •  Improve  Recruitment  of  Associates  

ü     Improved  Image/Awareness  =  Employer  of  Choice  

•  Improve  Employee  Reten&on  ü     Springboard  for  improved  associate  morale  ü     Generate  renewed  pride  in  the  company      

•  Facilitate  Business  Development  ü     Land  Sellers  ü     Municipal  Interests  ü     Poten&al  Joint  Venture  Partners  

The  Value  of  Branding  

Company   Brand  Value  ($B)  Brand  

Contribu&on  to  Market  Cap  

McDonalds   $26.4   71%  

Disney   $29.3   69%  

Coca-­‐Cola   $69.6   51%  

Mercedes-­‐Benz   $21.0   47%  

Microsok   $64.1   21%  

General  Electric   $41.3   14%  

Contribu&on  of  brands  to  shareholder  value  

Source:  BusinessWeek,  Interbrand/JP  Morgan    

How  Are  You  Branding?    

•  Brands  defining  corporate  personali2es.    

Branding  for  Employees  

The  Value  of  Employer    Branding  

AvalonBay  

CampusCrest  

Mul&-­‐Brand  Strategy  

Branding  Visuals  

Branding  Visuals  

Branding  Visuals  

Branding  Visuals  

Branding  Visuals  

Branding  Resources  

•  Seth  Godin’s  Blog  (hYp://sethgodin.typepad.com/)  

•  BrandNew  Web  Site  (www.underconsidera2on.com/brandnew/)    

New  Logo,  Identity  and  Name  for  Hightail    I'm  Outta  Here  

       

 Like  Every  Other  Logo  

 

Mall  of  America  Gets  Wrapped  Up  

Branding  Resources  

•  PSFK  Labs  (www.ps_.com)  

 •  AdAge,  Blogs  –  Al  Riess  (hYp://adage.com/sec2on/al-­‐ries/300)  

 •  Mashable  (hYp://mashable.com/)  

Branding  Resources  

•  Brand  Autopsy      (hYp://www.brandautopsy.com/)  

•  Brand  DNA  (hYp://branddna.blogspot.com/)  •  Ries’  Pieces    (hYp://ries.typepad.com/ries_blog/)  •  Branding  Strategies  Insider  (www.brandingstrategyinsider.com/)    

•  TwiYer  Feed:  @Brandweek        

Branding  Resources  

Published  (Books/Magazines)  •  ZAG  (book  by  Marty  Neumeier)    •  Website  magazine    •  BrandWeek  magazine    •  Brand  Bubble  (book  by  John  Gerzema)    •  Building  Strong  Brands  (book  by  David  Aaker)        Research/Data  Miners  •  Interbrand    

Employer  Branding  Resources  

•  www.employerbrandingonline.com  •  www.employerbrandinterna2onal.com    •  www.greatplacetowork.com    

 

Thank  You