PGIM Real Estate
Building a cohesive, global brand for a complex, multi-product real estate platform
PGIM Real Estate is one of the largest property owners in the world, with more than $62 billion in assets in 19 cities in the Americas, Europe and Asia. Following rapid growth and expansion into new asset categories, the company needed a consistent brand across geographies and products. At the same time, PGIM Real Estate needed to find a strategy for creating a distinct brand of its own while leveraging the reputation of its parent, Prudential Financial.
While the parent company is known for its financial strength and stability, as exemplified by its famous Rock of Gibraltar logo, PGIM Real Estate is regarded as an innovator in real estate investing. Research showed that clients valued the candor and transparency with which PGIM Real Estate handled communications in the years following the financial crisis. The new brand leverages the equity in the Prudential brand while emphasizing the ingenuity of PGIM Real Estate. The brand underscores that innovation does not occur in a vacuum; it arises from the deep bonds with clients, cemented through frank communications, which enable PGIM Real Estate to create breakthrough solutions that meet evolving client needs.
From the outset, it was clear that the new brand would only succeed if all PGIM Real Estate employees understood, supported and lived it. To this end, we partnered with their CMO to launch the brand to employees through a global town hall followed by a series of brand immersion workshops with senior executives and local activities designed to convert all employees into PGIM Real Estate brand ambassadors. Now everyone at PGIM Real Estate has a clear sense of what sets it apart and are communicating this with clarity and enthusiasm.
