{"id":1004109836,"date":"2014-12-11T10:56:04","date_gmt":"2014-12-11T18:56:04","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/?p=1004109836"},"modified":"2022-12-08T19:18:31","modified_gmt":"2022-12-09T03:18:31","slug":"cbre-is-taking-advantage-of-advantage","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/cbre-is-taking-advantage-of-advantage\/","title":{"rendered":"CBRE is Taking Advantage of Advantage"},"content":{"rendered":"<p><em>By Barbra Murray, Contributing Editor<\/em><\/p>\n<div id=\"attachment_1004109840\" style=\"width: 160px\" class=\"wp-caption alignright\"><a href=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2014\/12\/CBRE-Paul-Suchman-headshot.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1004109840\" data-attachment-id=\"1004109840\" data-permalink=\"https:\/\/www.commercialsearch.com\/news\/cbre-is-taking-advantage-of-advantage\/cbre-paul-suchman-headshot\/\" data-orig-file=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2014\/12\/CBRE-Paul-Suchman-headshot.jpg\" data-orig-size=\"437,336\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"CBRE Paul Suchman (headshot)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Paul Suchman, CBRE&lt;\/p&gt;\n\" data-large-file=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2014\/12\/CBRE-Paul-Suchman-headshot.jpg?w=437\" class=\"size-thumbnail wp-image-1004109840\" alt=\"Paul Suchman, CBRE\" src=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2014\/12\/CBRE-Paul-Suchman-headshot.jpg\" width=\"150\" height=\"150\" \/><\/a><p id=\"caption-attachment-1004109840\" class=\"wp-caption-text\">Paul Suchman, CBRE<\/p><\/div>\n<p>CBRE Group Inc. is already the top commercial real estate services firm in the world in terms of 2013 revenue, but the company is not resting on its laurels. CBRE has just kicked off a new global brand positioning: transforming real estate into real advantage. And paired with a platform, Build on Advantage, that promotes it inside the company as well as beyond its doors, the positioning is comprehensive.<\/p>\n<p>It\u2019s no gimmick. \u201cThis is a long-term play for us; we are investing in our brand for the long term,\u201d Paul Suchman, CBRE\u2019s chief marketing officer, told <em>Commercial Property Executive<\/em>. \u201cOur people are our most important asset and second behind that is our brand. We categorize our brand as an 11-plus-billion-dollar asset and it\u2019s something that we are investing in, we are caring for and we are stewarding for the future.\u201d<\/p>\n<p>The new positioning, nearly a year in the making, was crafted based on clients\u2019 response to the question of why they choose to put their real estate in the hands of CBRE. The response was clear: advantage. After all, having that edge can translate into additional business value. CBRE listened, and now the new positioning is under execution, with implementation in more than 350 offices around the world and a global advertising campaign with an initial kickoff in the U.S., U.K., Hong Kong and Australia.<\/p>\n<p>CBRE\u2019s goal with this aggressive move is to take the firm\u2019s presence to a new level by evolving into the premier professional services firm across all industries. CBRE isn\u2019t operating in a bubble; others can see where the effort is going.<\/p>\n<p>\u201cCBRE has been working to better align its various service-line selling efforts into more of a \u2018cross-selling\u2019 type of mentality that is more common in professional services and business process outsourcing industries, and if they can get their employees to buy into the internal efforts and the impact it could have on their clients, then the money and time spent on the brand positioning should generate some extra tailwinds for that cross-selling effort,\u201d Brandon Dobell, group head\u2013global services with investment banking and asset management firm William, Blair &amp; Co., told <em>CPE<\/em>.<\/p>\n<p>Again, this is no temporary promotional scheme. The \u201ctransforming real estate into real advantage\u201d brand positioning and the external market-facing \u201cBuild on Advantage\u201d platform are concepts designed to be synonymous with the name CBRE. The company will continue to bring it all to life by means of both a top-down and bottom-up approach.<\/p>\n<p>\u201cOur brand advertising will drive that messaging through our lines of business and through our local offices at that brand level,\u201d Suchman added. \u201cAt the same time we\u2019re integrating it bottom up, so you\u2019ll see it integrated into our research product, you\u2019ll see it in our website, you\u2019ll see it in our collateral, you\u2019ll see it in our business development materials. We\u2019ve created messaging for all parts of the organization, so bottom up and top down.\u201d<\/p>\n<p>And the move is being taken seriously in the industry. Dobell added, \u201cWhile it\u2019s often easy to dismiss brand positioning efforts, particularly for companies that are already leaders in their industries, I think this rollout showcases management\u2019s desire to be viewed as a partner with its customers from a very broad perspective within the real estate industry.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CBRE Group Inc. is already the top commercial real estate services firm in the world in terms of 2013 revenue, but the company is not resting on its laurels. CBRE has just kicked off a new global brand positioning: transforming real estate into real advantage. <\/p>\n","protected":false},"author":969,"featured_media":1004109840,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21781,21742],"tags":[],"class_list":["post-1004109836","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-corporate-real-estate","category-latest"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>CBRE is Taking Advantage of Advantage - Commercial Property Executive<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.commercialsearch.com\/news\/cbre-is-taking-advantage-of-advantage\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CBRE is Taking Advantage of Advantage\" \/>\n<meta property=\"og:description\" content=\"CBRE Group Inc. is already the top commercial real estate services firm in the world in terms of 2013 revenue, but the company is not resting on its laurels. 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