“We’re breaking ground next month. When should we start thinking about branding?” This question from a Dallas developer came 18 months after we recommended starting the brand strategy process. His 240-unit development was already locked into architectural plans, amenity selections,…
The lease-up projections looked perfect on paper. 200 units in downtown Dallas, prime location, competitive pricing, modern amenities. The developer expected 80% occupancy within six months. Eighteen months later, they were still at 45% occupancy while a comparable property two…
Why Most Brand Positioning Fails (And How to Make Yours Succeed) In today’s hyper-competitive marketplace, your brand positioning isn’t about what you sell—it’s about the unique territory you claim in your customer’s mind. This distinction is why some brands command…