Success Story: CBRE
CBRE, then known as CB Commercial, was embarking on an ambitious business plan when they selected CRELIX's Cary Brazeman for corporate communications and marketing guidance.
The goal and context were clear: Help the company, the largest commercial real estate brokerage in the U.S., develop and launch a corporate name-change and international branding campaign to communicate the personality and positioning of the firm as it transformed into a global real estate and investment services company.
Brazeman led development of the company's new name, its positioning and tagline, and a campaign that included international marketing communications, media relations, internal communications and advertising.
Notwithstanding limited resources, the program successfully achieved high-level internal understanding of why the company was pursuing its global course, and high-level external awareness of the company's new name, business strategy and value proposition for customers.