How a new brand helped to generate $9 million in sales

Sometimes we encounter brands that just don't work. Last year we were asked to help turn around the slow sales of a luxury condominium development. Located in a hot downtown arts district within steps of restaurants, shopping, museums and parks, the complex offered unbeatable amenities and striking architecture. At first blush, it was hard to see why anyone WOULDN'T want to purchase one.

We reviewed the marketing materials and therein we found a problem.

The ads, brochures, Web site and materials featured vibrant fonts and copy, and photos that depicted young twenty-something singles having fun. The overall message and design targeted a segment of the population that had fewer potential buyers—those who could actually afford to purchase a luxury condominium.

With a small budget and keeping their logo intact, we created a new brand that was elegant and refined, with copy, colors and design that targeted high-income professionals and executives. A sense of urgency was created by placing weekly ads that "counted down" the number of remaining units. We re-designed their Web site to include a virtual tour and contact form for busy professionals who may not want to pick up the phone and call. And we carefully monitored the Web site traffic to ensure the ads were working.

The resulting sales proved that targeted branding can make a huge difference. By the end of six months 40 condos had sold and the Web site was converted to a homeowners association site. Changing the brand was the major difference in the sales strategy and it paid off, by reaching out and speaking to a narrowly defined audience of potential buyers.