Brand News

It`s the polar bear, stupid!

Be honest: how long will it be before the daily newspaper headlines about the Corona pandemic slip away from the front pages towards the less prominent middle? Actually: the erosion of the Covid-19 headlines has already begun. It appears to have a stark correlation with the progress and tempo of the vaccine rollout. And another question: Do you know which headlines “before Corona” stimulated the debate? It was the boom in the real estate markets and climate change, in that order. During this time, the markets that were in the light (living, district development) and in the shadows (hotel & retailers) but now, the issue “climate change” will be on the top spot, and honestly, that is a good thing.

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Sustainability – first the process, then the product

Decarbonization is a megatrend In light of the Covid-19 pandemic, it would seem as if the long-term impacts of climate change have been pushed into the background. However, global warming presents us with the greatest challenge mankind has ever faced. In point of fact, the economic consequences of climate change

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The 2021 Real Estate Brand Value Study is the 12th annual edition of Europe’s largest real estate brand value study and focuses on the topic of “Disruption meets Resilience”.

2021 is the first year after the outbreak of the global coronavirus pandemic, a crisis that is set to go down in economic history as one of the most challenging and difficult since the end of the Second World War. Rarely, if ever, has a single event impacted so many businesses on such a global level as this devastating virus.

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Success without data? Mission impossible

Any group contains outstanding performers. Some always exceed expectations and a select few rise above everyone else. This is particularly evident where performance is measurable and comparable. For example, in professional sports. It is fascinating to ask why individual athletes such as Roger Federer and Tiger Woods or teams such as Bayern Munich (which, even as an Austrian, I have to concede) have stood out from the pack for decades. What makes the difference?

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BRANDS QUESTION Disruption or Evolution?

“You press the button, we’ll do the rest.” That was the advertising slogan used by company founder George Eastman in 1888 to promote his first Kodak camera. The stroke of genius behind it: Instead of heavy glass plates coated with photographic emulsion, Eastman developed rollable film with a gelatin layer. His invention of an easy-to-use cardboard camera soon followed at a retail price of one U.S. dollar. Kodak revolutionized photography by making it accessible to the masses, and rose to become a company that would dominate its industry with countless innovations over the next 100 years or so.

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ESG – What else …?

“Just between the two of us, when I see ESG, I sometimes think to myself: Elites See Green,” confessed the smiling, full-time project manager for a prominent German property developer. When I asked him what he meant, he responded, “You know, in these times of crisis, so many companies are grappling to survive. They have more pressing concerns than elitist notions of protecting the environment.” That’s where the conversation ended – and it’s not often that someone leaves me speechless.

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Why it is not enough to bounce back from a crisis

Let’s start with a little experiment: Close your eyes (but not until you’ve finished this paragraph) and imagine a serious personal and/or professional crisis. Then, in your mind‘s eye, create an image of who or what you would most like to be in the midst of this difficult crisis.

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The perfect moment for Employer Branding

At the end of March, as the corona crisis was nearing its peak, the managing director of a medium-sized Berlin real estate agency had what he thought was a brilliant idea. He wanted to give sluggish apartment viewings a boost and motivate his employees to up their game, so he

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