From previous blogs, one might have the impression that I am not a fan of rebranding – an exercise requiring the scrapping of all old stationery, signage and advertising and reprinting everything in something that is no more memorable.
Last week, I spotted some signs on a property on South Mall and was more convinced than ever that the old brand was as remarkable, or otherwise, as the new one. Maybe DTZ now wish to be associated with Dublin, Leinster and Chelsea rather than Cork, Munster, Arsenal, Man U and Liverpool.
Regardless of the why, having both on one building cannot be good for brand promotion.
I also think it cannot be great for the client. Does it not carry an inference that the property has been vacant for at least as long as the new brand was launched and so the landlord may be hurting and open to a lower bid – surely not what any auctioneer would like to convey.