Tribal Intelligence

Can you measure ROI on a brand?

What’s The Real Value of a Brand?

It’s not a logo, not a name, not a product – a brand is a perception. It’s how the market sees a business, service, or product offering. A well-defined brand starts with clarity of service, culture, and values. And a strong logo. It’s the visual asset that helps communicate and extend the essence of the brand through various communications and media.

The Birth of Architecture In Chicago

Real estate and architecture have been part of my awareness since as long as I can remember. I recently rediscovered The Birth of Chicago Architecture, an article written by my father in 1975, and am amazed at how much of the detail he rendered still seems present in Chicago’s spirit today. I am sharing it with pride in his work and my connection to it all.

 

The Birth of Architecture In Chicago

Originally written by Michael Masi

Is The Grand Lobby Still Grand?

Business has always been obsessed with first impressions. Traditional business thought says that when you walk into a prestigious office building, you should experience a grand entrance. True, when you step into a breathtaking lobby, one like The Rookery’s or 311 S Wacker’s atrium, something happens, you feel a sense of awe. But what if that space facilitated something else, something less about the grandiosity of business and more about the individual.

Get Well Soon - How Building Technology is Supporting Employee Health

Technology has always been an obsession in commercial real estate. Everywhere we turn, we hear the heated conversation in CRE circles. More bandwidth, redundant power, easier turnstiles, more expedient security, faster elevator systems. The list is endless, the prices soar, everyone has the features and brags on them – but the challenge is finding the most relevant technologies for today, technology that businesses and individuals really value.

Culture Codes Shape Brand Strategies

What gets us excited is talking about the real drivers behind marketing success and business success. We believe the starting point is to understand the customer. Our approach is Tribal Intelligence.

However, this immediately gets complicated...what company isn’t “customer focused?” Simultaneously, how many companies can actually tear themselves away from talking about their own product?

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