Commercial Strategy
From Low Awareness to High Impact: A Real Estate Brand’s Journey
THE CHALLENGE
The company was gearing up for a major re-launch, but struggled with low brand awareness, weak market differentiation, and limited relevance in the Philippine real estate sector. With competitors setting the pace, they risked fading into the background.
What we did
Acumen helped the client reimagine its brand portfolio for a competitive customer value proposition. We:
- Pinpointed the client's distinct project strengths: open spaces, communal areas for productivity and fellowship, and family-friendly amenities.
- Connected these strengths to the aspirations of their target market—elevated lifestyle, community belonging, and meaningful living.
- Developed the brand platform, a smart play on the company's acronym that encapsulates the target audience’s aspirations.
- Guided creative agencies to bring the strategy to life and conducted follow-up research to adapt the brand message during the pandemic.
Impact
The brand's platform remains a cornerstone of its marketing efforts. Brand awareness and salience have risen sharply, with the brand emerging now as the #1 most recognized and preferred condo developer among local residential purchase intenders. Net sales increased and the client earned multiple awards in launch/relaunch, marketing transformation, and brand awareness.
OUR WORK
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