What's bugging Chris Falconer about regional real estate rebrands?
Craig Falconer, creative partner, North55, Dubai
What are we looking at here? A re-brand or simply a new logo? This poses a bigger question; do many companies really understand the difference between a brand and a logo? I often hear about re-brands, but what I mainly see is a new logo. So let's look at Durrat Al Bahrain.
There is no doubt that its new logo is visually more pleasing than its old one, but is the brand promise any different? The rationale says the icon 'represents the land and sea, reflecting the embodiment of Durrat Al Bahrain's natural environment', which is great, but I could use the same rationale for their original logo. For me, this raises the question, 'what has changed?'
I am not suggesting that there is no justification for a re-brand, but one thing I feel drives most regional re-brands is the dislike of an existing logo. So here lies one of the challenges. In this fast-paced society, where everyone needs things overnight, not enough time is dedicated to establishing the core essence of the brand. The concept of a long-term marketing strategy is, in reality, quite rare and design agencies are often pushed into the visual application stage too early.
Another key component of any real estate marketing is the use of artist's impressions and Durrat no exception. These days, the renderings are so good that the reality often a disappoints; a classic example of over promising, under delivering. I actually feel sorry for the development teams that are creating these marvels. When they see the marketing collateral they are left in an impossible position to re-create.
Also the problems with the majority of the renderings and most real estate marketing in general is that it fails to tap into the emotion of the individual; they focus on the masterplan, the mixed-use facilities, the towers, the bigger picture.
This is all relevant, but they ignore the things that, as home owners, give us an 'inner smile'. Car brands are a great example.
They rarely tell us how many thousands of cars they make, how much steel they use or how many models they have in their range. They appeal to the heart, the 'hand stitched upholstery', 'push-button start' or the sense of freedom. These are all elements that make us warm to the brand; emotions which aren't as tangible. Durrat Al Bahrain's positioning of 'Urban living, island style' starts to generate these emotions, and I hope their future marketing builds upon this. The campaign should inspire a lifestyle, yet the logo can't do this alone. After all, you don't gaze out over a logo, or walk barefoot over a logo, or sit back and relax with a logo.
One of Durrat's biggest challenges is that an idea can only be unique once. I am always surprised at the way someone else's ideas can be tweaked, nipped, tucked, re-shaped and marketed as an original.
Let's face it, Nakheel can take some credit for any success that Durrat has. Reading the press release, you could have cut and pasted 'Durrat Al Bahrain' for 'Palm Island Jumeirah' and it would have worked. So Durrat has some work to do to create anything like the global media interest which The Palm generated.
I don't believe The Palm's marketing has been a benchmark by any means, but the sheer pioneering nature of the project created media attention that millions of dollars could not traditionally buy, so how do they start to compete without the advantage of being first?
There's also been something bugging me while I've been writing this piece and looking at the new Durrat Al Bahrain logo. It took a while to register but now I know...Sony Ericsson.
Durrat Al Bahrain
'Urban living, island style.' is how the owners describe Bahrain's largest planned luxury residential, commercial and tourist resort. This brand idea is focus of Durrat Al Bahrain's rebranding initiative. Supported by three values of vibrancy, enchantment and edge, the rebrand hopes to put the resort on the region's property map by blending the concepts of urban and nature. The rebrand co-incides with the international marketiing. With this platform, Durrat Al Bahrain hopes to communicate its promise consistently in different markets, to both potential home owners and investors.
© Gulf Marketing Review 2008
