tag:blogger.com,1999:blog-58457611067862301262024-03-13T15:32:53.913+01:00FIRST LOGIC blogInternational Residential and Tourism development consultancy.
Luxury Residential and Branded Residences.
What do we do? We transform ideas into profitable projects by integrating conflicting needs and know-hows into one seamlessly driven effort.First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.comBlogger27125tag:blogger.com,1999:blog-5845761106786230126.post-74215743248846743862011-10-27T00:04:00.009+02:002013-03-30T11:08:39.590+01:00Luxury, Sports and Developments<div style="text-align: right;">
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by Alvaro HIDALGO
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Luxury and Lifestyle are difficult to showcase without including an attractive sport.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQblMiIx-uVZU90iKl2sssSfQdwI3q3pX-GuyZhRKNCWbWG1_K5bwVMpvW_ZCQ4W1Z1iK1BBMQef4r7AV4BIY8uVjUq-M_JPBqgVyZNukrqIUyK01ecKv6y4BAxCO0zDEmdU62gwwjwwZi/s1600/Prada.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 0em; margin-left: 0em;"><img border="0" height="303" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQblMiIx-uVZU90iKl2sssSfQdwI3q3pX-GuyZhRKNCWbWG1_K5bwVMpvW_ZCQ4W1Z1iK1BBMQef4r7AV4BIY8uVjUq-M_JPBqgVyZNukrqIUyK01ecKv6y4BAxCO0zDEmdU62gwwjwwZi/s320/Prada.jpg" width="320" /></a>Indeed, the marriage between Luxury and sports has proved to be solid and dynamic, with luxury brands investing strongly in sponsoring sports events with ever growing budgets (Prada just recently committed 40M€ to the next America's Cup challenge <a href="http://bit.ly/veiMOa" target="_blank">http://bit.ly/veiMOa</a>).<br />
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Moreover, seasonality allows luxury brands to shape Lifestyle by adequately dosing their presence in the different scenarios provided by seasonal sports: spring golf tournaments, summer sailing, autumn outdoors -hunting is not entirely politically correct to be used as brand image- and winter sports. In this way, Luxury brands succeed to be ever present and ever changing. <br />
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Certain events and venues provide the stately flair much sought after by established Luxury brands which, by consistently appearing as sponsors of these, obtain not only the ROI on the spot but also a further contribution to the solidity of the brand image.<br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7D4jVkvlFuV6lWtqqWiJrPK-i1O4kzG7V_AHYdIQvcaWn6cuz7mOXGr5nyAsTWyHtyA82L36TaIwExHmnaB7OwHWR2cOm3BP74SF32vhZRzQIF_1PUXQFfyawaFVA5CTXtPTVqTXttFP8/s1600/New+Picture+%25285%2529.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="283" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7D4jVkvlFuV6lWtqqWiJrPK-i1O4kzG7V_AHYdIQvcaWn6cuz7mOXGr5nyAsTWyHtyA82L36TaIwExHmnaB7OwHWR2cOm3BP74SF32vhZRzQIF_1PUXQFfyawaFVA5CTXtPTVqTXttFP8/s400/New+Picture+%25285%2529.jpg" width="440" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Wimbledon's Central court</td></tr>
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Indeed, consistency is valuable, and once a Luxury brand gets a spot in prime venues it will not be surrendered. It is said that in 1978, André Heiniger -the old Patron of Rolex- was reluctant to sponsor Wimbledon fearing to be perceived -in those days- as some other Japanese mass watch manufacturer arriving to the market. It just took him one visit to Wimbledon’s central court to say “this is Rolex” and since then, Rolex has been sponsoring Wimbledon… a spot that many other brands would love to snatch. <br />
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In the same way that the image of sport as a representation of status is sought after and enhanced by Luxury brands, a new trend has recently appeared willing to benefit from the item Lifestyle & Sport: The housing schemes linking with prestigious sports venues. <br />
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Within this general configuration, we must differentiate the projects that completely refurbish and transform existing facilities into entirely new developments, from those willing to maintain the prestigious venue <i>and its current use</i>, and benefit from such kudos to create a <i>“Sports brand image”</i> under which the properties would be marketed.<br />
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With regards of the latter category, it is clear that it does make sense to both developers and owners of the facilities. The question that will determine whether the concept is successful or not, is if a venue that hosts certain prestigious event(s) provides the Luxury and living Lifestyle that the very event represents.....Or in a nutshell, will it make sense for the future owners? <br />
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An excellent article by Graham Norwood in the FT covers the issue with examples of both approaches <a href="http://on.ft.com/qMtifn" target="_blank">http://on.ft.com/qMtifn</a>. The pros & cons are covered therein.<br />
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One could argue that those developers following the <i>“Sport branded”</i> approach pursue the same line of thought as Luxury brands entering hospitality and branded residences do.....In the end, the resulting product is more or less the same: Both schemes are likely to include the sports facility(ies), the hospitality component and the housing/residential.<br />
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Nevertheless the devil is always in the details and in this case, in the order of priorities.<br />
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While ones are bound to base the project on an existing venue<i> that must continue to host certain events</i>, Branded developments create a competitive product and are only bound to offer the qualities that the brand provides.<br />
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Furthermore:<br />
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(i) Luxury brands are committed to maintaining the value of their products and to increase the power of the brand itself. Hence, if by signing a development Luxury brands obtain the exposure sought after -see <a href="http://bit.ly/rQ10AU" target="_blank">http://bit.ly/rQ10AU</a> -, this exposure requires from them to ensure that brand standards are maintained. <br />
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Indeed, if Luxury brands solidity is brought by detail, quality and consistency, then brands will ensure that their residences and destinations -as any other of their products- maintain such qualities.<br />
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The brand is an intrinsic part of the development, and is there to stay.… a point that provides additional solidity to the investment.<br />
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(ii) Branded developments are business units in themselves. The three components (hospitality, housing and sports) may provide different sources of revenue but are run as one sole business. <br />
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This point not only implies that the priority will not be established in succeeding one or several events a year, but most importantly that there will be no conflict of interests between the holders of the different assets, properties or rights upon the facilities. <br />
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So, in the same way that Luxury brands take care of materials, design and manufacturing, they ensure the conceptual business and the legal framework to provide the expected services-consistently and year round- to owners, users and clients.<br />
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(iii) Finally, Luxury branded developments must be exclusive…. <br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHRIlZwJZOw9W6Iv6xayLfrlhm9TAAVXqYGD-xWkFHZF7_jeK72-wAWmJMEjQy-QR4SCWcqfZsBe6WdjWIuQVn5gdsH6CTYYF9ll2fQKtlvLSdZt1JU7PYtdVlhy0HZiQbjPj0c_w3ObVJ/s1600/winbledontoo.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="271" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHRIlZwJZOw9W6Iv6xayLfrlhm9TAAVXqYGD-xWkFHZF7_jeK72-wAWmJMEjQy-QR4SCWcqfZsBe6WdjWIuQVn5gdsH6CTYYF9ll2fQKtlvLSdZt1JU7PYtdVlhy0HZiQbjPj0c_w3ObVJ/s400/winbledontoo.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">This is Wimbledon too</td></tr>
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And if several brands can bring the much needed exclusivity, no other can add the qualities of the well reputed “Coolest brand”: <a href="http://bit.ly/mdMAmz" target="_blank">http://bit.ly/mdMAmz</a> and <a href="http://bit.ly/oSjuiu" target="_blank"> http://bit.ly/oSjuiu </a><br />
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For more information please contact <b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: medium;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b><br />
<a href="http://www.first-logic.com/">http://www.first-logic.com</a><br />
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<div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-17444355228097571602011-10-25T18:49:00.001+02:002013-03-30T11:09:41.234+01:00Why Luxury brands aim non-core sectors?<div style="text-align: right;">
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by Alvaro HIDALGO
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If in previous entries this blog covered the question of what do brands bring to real estate developments (<i>Do brands really add value to real estate developments</i>? –see <a href="http://bit.ly/n8XRj2" target="_blank">http://bit.ly/n8XRj2</a> and <a href="http://bit.ly/pO0pIn" target="_blank">http://bit.ly/pO0pIn</a> ) this one will cover the other side of the coin: Why Luxury brands would be willing to extend and enter other non-core sectors. <br />
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Indeed, global Luxury goods sales (that is, not including hospitality services, luxury toys -cars, boats and planes- transportation or property) have continued 2010’s double-digit growth path and will see an increase of 10%, up to €191 billion in 2011.<br />
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With such figures and growth outlook, markets expanding rapidly in Asia, then why do they need to extend to other fields? <br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjjgdPrPN8mHLlqZ7aLx8i2u3qXBDT9vPF-oIaq1-f3kVrc-7O6PzoJVwsuqOha2ceKnM6yv7LEncjxWxgD9MurvUDO0TsBV04f3dm-aIz1LVFhA_KARftDJB77BTTxfJYOjTXrKP41iur8/s1600/Riscal1.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="215" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjjgdPrPN8mHLlqZ7aLx8i2u3qXBDT9vPF-oIaq1-f3kVrc-7O6PzoJVwsuqOha2ceKnM6yv7LEncjxWxgD9MurvUDO0TsBV04f3dm-aIz1LVFhA_KARftDJB77BTTxfJYOjTXrKP41iur8/s320/Riscal1.jpg" width="320" /></a></div>
Let us not forget that the luxury industry has acquired the status of a driving economic sector not more than 35 years ago. Before that date, they were just a collection of small firms and ateliers....and they had achieved these results by extending the brands. <br />
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Indeed, the economic growth resulting from the stable political and economic framework ensuing WWII, provided a scenario capable of generating an unprecedented increase in wealth, which started to materialize in the 1960s. The first luxury bubble was to some degree burst by the oil crisis and only the factors allowing the steady growth of this sector came into place in the late 1970s.<br />
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Luxury industry which until then was used to sell to a very reduced number of people saw how: (i) Economic growth and increasing wealth enlarged their market base (ii) Travel and Tourism extended the influence to other countries; and (iii) Change in social uses broadened the market potential allowing the introduction of lines of products, some of them accessible to further social strata.<br />
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Simultaneously, societies became less and less formal. This resulted in a significant shift in the dressing codes welcoming once common pieces of clothing, even typical of the working class, like jeans.<br />
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Nevertheless - or precisely due to this- the need to establish status was still there –as it will always be-, and the natural solution was to add a couple of Luxury complements and apparels to any basic clothing. This is when the terms “Casual" and "Chic” came into play together in full force.<br />
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All the above changed the landscape of the luxury industry, a whole new market with new rules was born, and the first problem to solve was how to communicate with it. <br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh6-n5CqstdYyUTj47or0vsbnOgu6mnqsD4A_ND6n1a3Fy2hnrjP2XW3AOHX9Ewl_vqP0yANp2A_ejBk-S1Q_BKVPPru8AvOyb50x7jtXBUaM0LycR9PwGVEBUypsOTMV75q3TYn7ygCxPC/s1600/riscal7.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="242" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh6-n5CqstdYyUTj47or0vsbnOgu6mnqsD4A_ND6n1a3Fy2hnrjP2XW3AOHX9Ewl_vqP0yANp2A_ejBk-S1Q_BKVPPru8AvOyb50x7jtXBUaM0LycR9PwGVEBUypsOTMV75q3TYn7ygCxPC/s320/riscal7.jpg" width="320" /></a></div>
Indeed, the traditional communication method of “Bouche à Oreille” between the well to do was exclusive by nature, but it became rapidly obsolete to attract the rapidly growing affluent.<br />
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This change induced decision-makers to face for the first time the dilemma that now represents the cornerstone of the luxury industry:<br />
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If to expand clients' base one needs communication and advertising, how is exclusivity maintained when using mass communication channels? (a question now more present than ever with Internet).<br />
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Aside from the careful choice of the communication channel(s), the first step taken was to strip the communication of Luxury of any link to the end product. The adage in Luxury: “heighten anticipation and maximize desire” was subtly reinterpreted:<br />
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If Luxury can be afforded only by those with a certain Lifestyle, then by communicating Lifestyle – instead of focusing on the product- Luxury retains the exclusivity. <br />
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This scheme opened the door to mass communication and advertising of Luxury goods and succeeded in making them even more appealing. Everyone could see then what Lifestlyle is, and could buy a piece of it.<br />
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As an example of this de-materialization, if Luxury is Lifestyle, then it is difficult to better showcase this concept than with the combination of sports , culture, adventure and excellence chosen by Rolex, succeeding to represent each activity and expression by its embodiment through individuals, events and venues (see <a href="http://bit.ly/qCaaom" target="_blank">http://bit.ly/qCaaom</a>). It clearly follows Mr. André Heiniger's, -the old Patron of Rolex- approach, who was once asked: “How’s the watch business?” to which he answered: “I am not in the watch business, I am in the Luxury business”.<br />
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On a larger scale, Perfume makers and distributors understood the power of communication of the fashion industry. In fact, few haut couture houses –if any- can survive without economic support, so fashion became a lifestyle showcase through which the revenue generating activities -sales of perfumes, jewelry and fashion complements- were advertised.<br />
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Nevertheless, certain goods, assets -and to some extent, services - are Lifestyle and Luxury in themselves. Indeed, luxury cars, boats, planes, jewelry, property and hospitality services do not need to evoke anything; they are just the epitome of luxury.....And since these goods or assets are exclusive by nature –and price-, then their communication should do little but show the product. <br />
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Is it so?... maybe not any longer.<br />
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Luxury items are expected to provide a pleasure to our senses, are supposed to fulfill our aspirations and desires and must do so based on impeccable design and outstanding materials all wrapped up in superb craftsmanship. When these elements are reunited, the end product becomes a luxury one, whether it is a watch, a certain wine, a car, a boat, a plane or a property. <br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi5T5sGL1Gyfn73V5ip48rNTR77lNaJA_JqGnC8g-oouqiN6FSBMCTMm5MGeusX58G5kZe-g4UoikLGHUKR4LX8P9gYLqEqhGc8aFN_XVj2ATHnY5hagW1abW8s-YVBJrbNc9RlcAPdSrh5/s1600/riscal9.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="167" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi5T5sGL1Gyfn73V5ip48rNTR77lNaJA_JqGnC8g-oouqiN6FSBMCTMm5MGeusX58G5kZe-g4UoikLGHUKR4LX8P9gYLqEqhGc8aFN_XVj2ATHnY5hagW1abW8s-YVBJrbNc9RlcAPdSrh5/s320/riscal9.jpg" width="320" /></a></div>
Luxury brands know that their business consists in satisfying the most selective individuals in a very competitive sector requiring to maximize exposure.... and this maximization can seldom be achieved by reaching the customers with one field of expertise.<br />
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The answer is therefore to extend the brand capacity in as many fields as possible, to maximize the possibilities of satisfying clients’ needs and aspirations. We already mentioned in previous blogs how this trend was initiated by the merger of LV -a leather atelier-, with MH -a champagne and cognac-, then taken over by Arnault, owner of Parfums Dior. <a href="http://bit.ly/pDkgoU" target="_blank">http://bit.ly/pDkgoU</a> .<br />
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In a different sector, and in a non conventional approach to brand extension, the traditional marriage between wineries & hospitality has been given a further twist with the “Marqués de Riscal” Spa, in which an excellent winery is married not only with a restaurant & hotel, but extends its scope to a wine focused spa (vinotherapie), all wrapped in stunning Frank Gerhy’s architecture and managed by Starwood Luxury collection…. And as well as being a good business in itself, it provides exposure and access to worldwide markets.<br />
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<tr><td style="text-align: center;"><a href="http://www.hotel-marquesderiscal.com/en" style="margin-left: auto; margin-right: auto;"><img border="0" height="291" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbEwHDzau0SRLgl5x5lhCAtHEKuPXsz2G7sSlYLUlhgFUihCaYhJsqp3V64PwWDqwpuc2XJHvw4KENFPkO6b_K8weTs9UwWjjucHwYICHHz4HLfeH8KBZ17W2X-I3ofoEXBueAJ7eURnpj/s400/Riscal4.jpg" width="440" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Hotel Marqués de Riscal</td></tr>
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It is not by chance then why Luxury brands extend their brand to other fields. They understand the nature of the business, they bring the design and craftsmanship capabilities and they have spent thousands of person/hours not only developing their core-products, but also carrying holistic approach analyses on how to satisfy the most exclusive, selective individuals.<br />
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Regarding our specialty -real estate developments and residential tourism- we already covered what do brands bring to real estate developments, which in a nutshell are the same elements that they bring to other products : Exclusivity, Uniqueness and all round Quality (see our blog entries <a href="http://bit.ly/n8XRj2" target="_blank">http://bit.ly/n8XRj2</a> and <a href="http://bit.ly/pO0pIn" target="_blank">http://bit.ly/pO0pIn</a> - ) and it is clear that brands, in their turn, expect to benefit from the further exposure that such projects provide.<br />
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But then, from all the brands available, many can bring Beauty, some will bring Character, but only one can bring "Power, Beauty and Soul" <br />
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For more information please contact <b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: large;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b><br />
<a href="http://www.first-logic.com/" target="_blank">http://www.first-logic.com</a><br />
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<br /><div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-84794165635620234102011-10-12T18:39:00.023+02:002013-04-23T12:56:44.816+02:00If Small is Beautiful..... Exclusive beats it.<div style="text-align: right;">
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by Alvaro HIDALGO
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZDCUtasXEUXGV9TnwfAsE5IXYryZhpHWFAg-TXvvzijRSQKVgPpUsQwaebi-chpJCXH1zKoo7ua9XmkCtI3Wsy2xr2Uad0GWxw473X-sP_b_NHSUYVoTGovhcdfAI0kt8IA0P9__tFozx/s1600/Quick+Mushroom.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="303" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhZDCUtasXEUXGV9TnwfAsE5IXYryZhpHWFAg-TXvvzijRSQKVgPpUsQwaebi-chpJCXH1zKoo7ua9XmkCtI3Wsy2xr2Uad0GWxw473X-sP_b_NHSUYVoTGovhcdfAI0kt8IA0P9__tFozx/s320/Quick+Mushroom.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">New destinations mushroomed</td></tr>
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If the origin of mass international tourism can be placed in the 60s, one can situate the explosion of new destinations in the 80s, a moment in which major changes in the airline industry enabled access to new international and transcontinental locations at reasonable prices.<br />
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New destinations subsequently mushroomed, and the main focus of Destination Manager Organizations (DMO) was to increase the number of visitors as a measure of success.<br />
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As a tool to analyze this growth, the well known Tourist Area Life Cycle (TALC) concept was developed by Butler in 1980. Since then, it has survived three decades of constant scrutiny and verification studies, and it is considered now as a cornerstone in the analysis of tourism destination development and a milestone in Tourism academic literature.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjuBA25_CYahb9FlExDx_l82s8q6yudmqPpKQvZyckzw0z4nlnxs-Zs7xUwT97B5c1YwpTRJqj6cH5LcEYcKVZlwJY4D-L0whjtY1ecbwd8Wp_i-Kwe8Zur2w3xUpLzdzOXz7jbLiRf5opA/s1600/New+Picture+%25281%2529.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="237" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjuBA25_CYahb9FlExDx_l82s8q6yudmqPpKQvZyckzw0z4nlnxs-Zs7xUwT97B5c1YwpTRJqj6cH5LcEYcKVZlwJY4D-L0whjtY1ecbwd8Wp_i-Kwe8Zur2w3xUpLzdzOXz7jbLiRf5opA/s400/New+Picture+%25281%2529.jpg" width="400" /></a></div>
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Having entered into the second decade of the XXI century, the reactions to the model nowadays are mostly in the line of : .... ok, fine, but what’s news.<br />
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Nevertheless, TALC’s chart retains its validity by carrying a good reminder of the existence of – using an aerodynamic term- a “point of separation” beyond which specific measures should be taken to avoid the flow of tourists to become turbulent, resulting in the destination entering in a stall and declining.<br />
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Closely linked to the above, the “Carrying Capacity of a Tourist Area" concept started to be shaped. Carrying Capacity is defined by the WTO as "the maximum number of people that may visit a tourist destination at the same time, without causing destruction of the physical, economic, socio-cultural environment and an unacceptable decrease in the quality of visitors' satisfaction".<br />
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhemYqPl8cbEbNYL1JJqfR32xxlIaN8U4OV3WhZDlxjvSpekxiXoNLOn73EsxsUqbGVZnymQcvSXg0ww6Q8Ch7dW_KSQ-ftqY-GVGAfpkM62mnB6GM_ZwgbJmaDz2FA6bPAler4gVeBLFtW/s1600/Crowded+Beach.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="227" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhemYqPl8cbEbNYL1JJqfR32xxlIaN8U4OV3WhZDlxjvSpekxiXoNLOn73EsxsUqbGVZnymQcvSXg0ww6Q8Ch7dW_KSQ-ftqY-GVGAfpkM62mnB6GM_ZwgbJmaDz2FA6bPAler4gVeBLFtW/s320/Crowded+Beach.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Maximum carrying capacity overflow</td></tr>
</tbody></table>
The Carrying Capacity must not be considered as a number resulting from a formula, but as a constantly ongoing process which overviews the destination to ensure that its quality and its capacity to attract tourists is maintained.<br />
<br />
Indeed, if the first consequence of success is that it makes obsolete the tools and processes followed to attain it, we then need to constantly re-assess –with a fresh view- the new reality that resulted from the previous plans & actions, and make further plans for this new environment.<br />
<br />
The concept evolved into the much broader “Sustainable Tourism” term which is now centering efforts of the industry and governments.<br />
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Resulting from this, DMOs are shifting their emphasis from Destination Marketing -focused just in bringing in more tourism-, to a Destination Management perspective centered in enhancing and maintaining the characteristics and attractions that made the destination what it is.<br />
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Some destinations are born to be directed to the mass tourism only, but in many others, the geography and/or configuration enables that several poles of activity with very different characteristics cohabit in a broad Tourist Area. Majorca and Costa del Sol are good examples of zones hosting both cheap mass-tourism sites and highly exclusive secluded locations.<br />
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The dilemma that any destination faces in the “point of separation” is therefore <i>the</i> dreaded question: ".....what do we do now?". Being clear nowadays that sustainability must rule and lead, then the farsighted Schumacher’s statement “Small is Beautiful” is the automatic answer.<br />
<br />
....But as the title of this entry states, “...Exclusivity beats it”.<br />
<br />
Indeed, exclusive destinations are sustainable by their own nature and origin, and cannot overgrow beyond a certain point. Apart from some exceptions –there are always exceptions-, most of the exclusive tourism destinations remain as such after 50 or even 100 years of operation.<br />
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The price entry barrier not only keeps out most of the problems brought by excessive growth, but it also generates the revenue that will attract the levels of investment needed (i) to keep facilities, attractions and environment in good shape and (ii) to be updated recurrently. If the destination characteristics, configuration and/or name enable it, a destination facing the point of separation should always consider the "road to exclusivity" as the first alternative to be analyzed.<br />
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Luxury Brands are not only natural a path to exclusivity, but most importantly, they will shorten the transition time to attain the objective.<br />
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Indeed, Luxury Brands bring (i) the desired level of exclusivity and therefore sustainability (ii) a major worldwide marketing impact and (iii) a defined solution and a defined project. (See our previous entry on how do brands shape a destination <a href="http://bit.ly/r4mICb" target="_blank">http://bit.ly/r4mICb</a> and <a href="http://bit.ly/pDkgoU" target="_blank">http://bit.ly/pDkgoU</a> )<br />
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The importance of point (iii) is generally overlooked. Indeed, when a new branded luxury project is announced for a Destination, its effects are apparent immediately. It creates a focal point that will drive its future development changing the investment and economic landscape of the overall destination on the spot. <br />
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By concentrating the efforts and resources into one clearly defined direction with an established timeline, the branded development begins to shape the destination and its perception from the day of the signature.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-3YNoIlZCfdFi0V2z4K3QmJXzu8iaqzw55RmTKyYDjW7MUIMbZ4j8YQ6nBUT_zd3iUj7-OhUpipHGyo123JPuSXTiMoVoW3xfP7gEygSm080Smd84bmvL8ShZCMZyJLLQqThyphenhyphenRm4pcOWU/s1600/PoolSnow.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="165" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-3YNoIlZCfdFi0V2z4K3QmJXzu8iaqzw55RmTKyYDjW7MUIMbZ4j8YQ6nBUT_zd3iUj7-OhUpipHGyo123JPuSXTiMoVoW3xfP7gEygSm080Smd84bmvL8ShZCMZyJLLQqThyphenhyphenRm4pcOWU/s400/PoolSnow.jpg" width="440" /></a></div>
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And thanks to their versatility, branded projects provide its benefits to most types of destinations, whether it be a new tropical beach & golf resort, a new Marina or an old ski resort seeking rejuvenation.<br />
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Luxury Brands are the most direct vehicle to attain exclusivity and as a result, they assure sustainability.<br />
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But if it is true that the incorporation of any established luxury brand may result in the above benefits, only one can bring Power, Beauty and Soul…. the three qualities that most destinations seek to offer their visitors.<br />
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For more information please contact <b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: medium;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b><br />
<a href="http://www.first-logic.com/" target="_blank">http://www.first-logic.com</a><br />
<span style="color: white;">.</span><br />
<span style="color: white;"> </span><div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-34091046388750991812011-09-30T10:36:00.000+02:002012-03-02T14:25:56.111+01:00Aston Martin 2011/2012 Coolest brand : "This British icon is truly the coolest of the cool".<br />
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3yUsvhPO_QGm2h7SB624wpKzVHTx4dP9mJT3XBpvpAapf8MfM_E7JVr8BWyFabVwFHHZXvqJ6cQge_MA7gCS7OcqaprDDsxiyOvNuBRhuuD0nHlM8qQ46V-wTizYHhKIhddImOlChPet-/s1600/AMCoolestbrand2.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3yUsvhPO_QGm2h7SB624wpKzVHTx4dP9mJT3XBpvpAapf8MfM_E7JVr8BWyFabVwFHHZXvqJ6cQge_MA7gCS7OcqaprDDsxiyOvNuBRhuuD0nHlM8qQ46V-wTizYHhKIhddImOlChPet-/s1600/AMCoolestbrand2.jpg" /></a></td></tr>
<tr style="font-family: inherit;"><td class="tr-caption" style="text-align: center;"><a href="http://www.coolbrands.uk.com/aston-martin">http://www.coolbrands.uk.com/aston-martin</a></td></tr>
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<b>Gaydon, Warwickshire, 28 September 2011</b>.<br />
Aston Martin has been awarded the prize of the UK’s coolest brand, winning this prestigious accolade for an unprecedented fifth time in six years.<br />
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Once again, Aston Martin has topped a poll which comprises an array of leading international contemporary design-driven brands, including Apple and Bang & Olufsen, as well as other leading automotive brands. Aston Martin was also voted the top automotive brand surpassing a host of other luxury and specialist manufacturers to complete a double success.<br />
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Stephen Cheliotis, Chief Executive, The Centre for Brand Analysis and Chairman of the CoolBrands Council commented: “Smooth, sexy and sophisticated; British built, high quality and hand finished, let’s be honest, young or old, male or female, opinion former or British public, who wouldn’t aspire to own what is truly the coolest car on the road. Number one in five of the last six years, this British icon is truly the coolest of the cool.”<br />
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Since it was established in 2001, the CoolBrands initiative has been canvassing the opinions of experts and consumers to identify the coolest brand in the UK, based on factors including style, innovation, authenticity, originality and desirability.<br />
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This year’s council of 36 influencers includes music artist Jessie J, DJ and Bestival founder Rob da Bank and actress and fashion designer, Sadie Frost. After 10,000 brands are initially identified, a shortlist of 1,500 brands is established and the panel and consumers then vote to produce a top 500 of the most highly rated brands.<br />
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The past decade has seen Aston Martin transformed from a small-scale manufacturer of specialist sports cars to one of the world’s best-known luxury brands, boasting its strongest ever line-up. From the breathtaking One-77 supercar and the elegant yet brutal V12 Zagato to the Tailor-Fit luxury city car, the Cygnet, from the powerful Vantage range and new Virage to the exquisite DB9, DBS and Rapide, every Aston Martin expresses the core values of Power, Beauty and Soul. The Aston Martin range was expanded further at this year’s Frankfurt Motor Show, where the company unveiled the striking new DBS Carbon Series. <br />
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Aston Martin is globally represented with a network of 136 dealers in 42 countries, most recently opening new dealerships in Istanbul, Turkey, Las Vegas, USA and Mumbai, India. The company also has ambitious growth plans for up to four new dealer sites in China over the next 12 months, doubling the existing network.<br />
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Aston Martin remains at the forefront of contemporary manufacturing, a cultural force that embodies design and engineering excellence, and a brand with a truly special heritage. Renowned around the world, Aston Martin enters the next decade with the promise of radical innovation and change, without losing the core qualities that make this strong, independent British brand so widely revered.<br />
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For further information, pictures and videos please visit <a href="http://www.astonmartin.com/coolbrands">www.astonmartin.com/coolbrands</a><br />
<br />
For more information on Aston Martin Branded developments please contact <b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: large;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b><br />
<a href="http://www.first-logic.com/">http://www.first-logic.com</a><br />
<br />
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<div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-35438646973552359702011-09-21T22:53:00.028+02:002013-04-23T12:57:22.247+02:00How Luxury and Tourism transform economic unsettlement into steady growth<div style="text-align: right;">
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by Alvaro HIDALGO
<a href="http://es.linkedin.com/in/alvarohidalgo/" style="text-decoration: none;" target="_blank"><span style="color: #0783b6; font: 80% Arial,sans-serif;"><img alt="" border="0" height="15" src="http://www.linkedin.com/img/webpromo/btn_in_20x15.png" style="vertical-align: middle;" width="20" /></span></a></div>
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In this period of calls for higher taxes, worries about Banks’ solvency; American and Chinese officials telling off Europeans upon debt, currency and measures to recover confidence; <b>BRICS</b> meeting today to decide whether they buy European debt or not; high unemployment in industrialized countries; severe austerity programs applied in <b>P</b>ortugal, <b>I</b>taly, <b>G</b>reece and <b>S</b>pain; talks about overheating Brazilian markets; bubble in Chinese real estate markets and its implications to its financial sector; etc, etc, etc, there is an industry continuing to perform worldwide: Leisure, Travel, Tourism and Lifestyle.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhuBywq4aKG021xrB8Z688Ib52sSJ9P0ZLXhUYVYjsBdG8uTaYKBWKb5t6RezYvL9gUaJ6WFeUSmiYzux9Pm1Jfr4JrVvJorNlRG44iohPi4zygIkL05crlRc_aReyQaZ7RiHAlXnjFjYUl/s1600/BullsandBears.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="230" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhuBywq4aKG021xrB8Z688Ib52sSJ9P0ZLXhUYVYjsBdG8uTaYKBWKb5t6RezYvL9gUaJ6WFeUSmiYzux9Pm1Jfr4JrVvJorNlRG44iohPi4zygIkL05crlRc_aReyQaZ7RiHAlXnjFjYUl/s320/BullsandBears.jpg" width="320" /></a></div>
Bulls & Bears may fight pulling up and down stock exchange indexes for reasons difficult to grasp (down 50% twice in a decade and then returning back to the starting point), but if there is a sector in which we see the largest gap between reality and its reflection in the markets, this is the Tourism. <br />
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Indeed, most analysts continue to forget that Tourism has provided nonstop stable growth for the last 50 years and is now hovering 10% of GDP in average in OCDE countries, increasing its weight every year. China expects to double the weight of Tourism to 11% of GDP by 2020.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVJyVsaMyexeZ2likfGefH-JKRbrqtTPcCw6gkCggqztXkSgth_UpAcY4ME-0TcSV6dnIEvhWJikMv8fsvWsr33lGLxjhE_lOVA8biR2sYOeeyKp59IgIqtwyTeF675LMC-kO9dFqVD36w/s1600/TourismGDP.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="212" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVJyVsaMyexeZ2likfGefH-JKRbrqtTPcCw6gkCggqztXkSgth_UpAcY4ME-0TcSV6dnIEvhWJikMv8fsvWsr33lGLxjhE_lOVA8biR2sYOeeyKp59IgIqtwyTeF675LMC-kO9dFqVD36w/s400/TourismGDP.jpg" width="400" /></a></div>
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Most importantly, Tourism is an automatic and effective channel for wealth & investment transfer from cash rich countries to cash seeking countries…, ...something that sounds good enough in these days. <br />
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To start with, international tourist arrivals are estimated to have grown to 440 M consumers in the first half of 2011, +19M more over last year period….several world markets and regions growing by +9% !!!. …and all this in spite of the crisis. (<a href="http://bit.ly/py1zwy" target="_blank">http://bit.ly/py1zwy</a> , UNWTO)<br />
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Tourism has also shown its capacity to bounce back from any type of Political, Health or Natural disasters, whether it is mayor global events (9/11), regional ones (SARS crisis, Iceladic volcanic eruption) or local (Mexican Swine flu, Far east Tsunami), the recovery period comprised between 3 months for local events, to 12-24 moths for global high importance events (OAG Crisis Analysis Aug.2011).<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgW8K280aIICmVttLkk7am9aTHs7XfQ0LEK4nbGC6eS4k7AqROfp24XskwukGqafsfymLFc7lhAJJ__LvPESQQ8k-lfnWhVA6auErkkn1pYc-oEIJgzvw3N8spxmkDF_eZbfUxsetabEOji/s1600/PHO-10Apr01-218400.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="209" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgW8K280aIICmVttLkk7am9aTHs7XfQ0LEK4nbGC6eS4k7AqROfp24XskwukGqafsfymLFc7lhAJJ__LvPESQQ8k-lfnWhVA6auErkkn1pYc-oEIJgzvw3N8spxmkDF_eZbfUxsetabEOji/s320/PHO-10Apr01-218400.jpg" width="320" /></a>In the midst of troubled financial markets, the Travel & Tourism infrastructure continues to expand: +3.6% steady growth in air seats per annum since 1979; Airport capacity needs to cope with figures that will double before 2030 (UK demand will go from 240 to 465 mppa. See today's article in FT on the cost of postponing investments <a href="http://on.ft.com/ocGbk8" target="_blank">http://on.ft.com/ocGbk8</a>); Brazil will double its airport capacity before 2013 requiring US$ 3,76 billion; Air travel in India passed from 6% to 20% growth p.a in less than a decade., etc). In turn, Airbus foresees strong ongoing demand for commercial aircraft. By 2030 some 27,800 new aircraft will be required to satisfy future robust market demand, with a combined value of US$3.5 trillion (source Airbus).<br />
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If we leave aside the above number crunching exercise, the two crucial points to consider are:<br />
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• Travel and tourism has become multidirectional, the division between originating and receiving countries is fading with BRICS transforming themselves into originating markets and USA & Europe receiving more tourists every year from the rest of the world. <br />
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Funnily enough, the –once (?) - rich countries are battling in fierce competition to attract this inbound traffic, in the knowledge that all the economic benefits traditionally provided by Tourism to developing countries as (i) source of development; (ii) impulse to investment in infrastructure; (iii) job generating sector; and (iv) source of hard currency; are now providing a good recipe to ease western countries troubles. <br />
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• Regional travel is growing fast in all continents (a point that deserves an entire blog entry on the subject)<br />
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Resulting from these points, hotel chains foresee very solid fundamentals for the medium term. Chris Nassetta, CEO Hilton Wordwide, claimed to be “pretty darned optimistic” about the growth of the hotel sector worldwide, adding that he’s seeing “the best fundamentals in my career to date.” <a href="http://on.ft.com/oCcys5" target="_blank">http://on.ft.com/oCcys5</a> .<br />
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It is true that from a financing point of view, hospitality investments have a bleak short term outlook, due to the accumulation of loan maturities (excellent article on <a href="http://bit.ly/oFvARn" target="_blank">http://bit.ly/oFvARn</a> ) which will result in a difficult 2012. But again, this is due to short term technical reasons, not fundamentals.<br />
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However, there is an additional factor entering the equation: The new tourism is very focused on Luxury and the common aspects between these -once- different industries are now tying them together and blending them it into one sole industry that could be considered as the Lyfestyle Industry. <br />
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As paradigm of long term view, Mr Arnault , president of the French Luxury group LVMH, made his first move 25 years ago by merging the champagne & spirits company Moët Hennessy with the luxury leather goods and fashion house Louis Vuitton Malletier -a daring move in those days-. His vision of reuniting French Luxury brands in one company has proved to be accurate and LVMH is now harvesting the results, having consolidated leadership position worldwide with overall success, let alone minor recent bumps (Hermès) in his strategy. <br />
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This brand aggregation -or if you wish, consolidation of the distribution channels- is proving so successful that the subsequent step, The Super Luxury Malls, is becoming a reality <a href="http://bit.ly/ppqP93" target="_blank">http://bit.ly/ppqP93</a> and <a href="http://bit.ly/qop15o" target="_blank">http://bit.ly/qop15o</a>, these two examples showing how the Luxury shopping experience is being implemented.<br />
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYQ3QN_oic5dbw5ggoStUG6unyz661DTXf8FA-568dUbPiCeBfpfdva7PMMs1pnQ5rktF5fW4sTRoL3EUmlZUs96R2qZiOViwePpe3r_9rcJNQhpRRiGvZ1PPv_oqnqt8VHO4VtyspKZt-/s1600/crystals-1.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="212" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYQ3QN_oic5dbw5ggoStUG6unyz661DTXf8FA-568dUbPiCeBfpfdva7PMMs1pnQ5rktF5fW4sTRoL3EUmlZUs96R2qZiOViwePpe3r_9rcJNQhpRRiGvZ1PPv_oqnqt8VHO4VtyspKZt-/s400/crystals-1.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Las Vegas Crystals at citycenter</td></tr>
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This quest for luxury has also entered in full force in the hospitality industry, with relevant brands expanding worldwide (again, note also the penetration of Middle East and Far East hospitality luxury brands in both their regional and the western markets).<br />
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The last steps in this trend are the consumer goods luxury brands entering into both (i) traditional hospitality and (ii) residential tourism through the branded residences concept (see excellent article in Forbes magazine <a href="http://onforb.es/lMJGey" target="_blank">http://onforb.es/lMJGey</a> )<br />
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The analysis, Q&A on the weight and benefits of the brands in hospitality and branded residences can be seen in previous entries to our blog <a href="http://bit.ly/n8XRj2" target="_blank">http://bit.ly/n8XRj2</a> , <a href="http://bit.ly/pO0pIn" target="_blank">http://bit.ly/pO0pIn</a> ; how a brand can shape a tourism destination. <a href="http://bit.ly/r4mICb">http://bit.ly/r4mICb</a>, and how the presence of the brand reduces risk and shortens maturity of projects <a href="http://bit.ly/njITKT" target="_blank">http://bit.ly/njITKT</a> . (See also, “the brand advantage” in a real estate market conference marked by wariness <a href="http://bit.ly/nxHZyC" target="_blank">http://bit.ly/nxHZyC</a> )<br />
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So, while old Bulls & Bears, PIGS or any other category continue to jump like cats in hot BRICS, we should concentrate into proposing this new market what it wants and we can shape.... targeted Luxury Tourism and Hospitality Services conveyed through brand positioning.<br />
<br />
……And once you’re in for the brands in the Luxury Lifestyle industry, then there are “brands” and there is the unparalleled “Coolest brand”<br />
<br />
For more information please contact <b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: medium;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b><br />
<a href="http://www.first-logic.com/" target="_blank">http://www.first-logic.com</a><br />
<div style="color: white;">
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<div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-5018919440720973342011-09-13T12:44:00.023+02:002013-04-23T12:58:00.895+02:007 words and a logo: Does a brand shape a destination?<div style="text-align: right;">
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by Alvaro HIDALGO
<a href="http://es.linkedin.com/in/alvarohidalgo/" style="text-decoration: none;" target="_blank"><span style="color: #0783b6; font: 80% Arial,sans-serif;"><img alt="" border="0" height="15" src="http://www.linkedin.com/img/webpromo/btn_in_20x15.png" style="vertical-align: middle;" width="20" /></span></a></div>
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Our two last blog entries were centred on anticipating the consequences derived from the now rapidly escalating financial turmoil. By turning this entry to academic issues, we wish to provide some respite to the now omnipresent “crisis talk”. Hence, it focuses on the subject above and brings some comments on the “Advances in Hospitality and Tourism Marketing and Management” Conference held in Istanbul June 19-24, 2011: Destination Development, Marketing & Management.<br />
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Destinations are far more multidimensional than consumer goods and other types of services. To be effective, positioning theory suggests that reaching the minds of busy consumers requires a succinct message focussing on one or a few brand associations. Nowhere is this challenge better highlighted than in the development of a seven word slogan that encapsulates a destination’s diverse and often eclectic range of natural resources, built attractions, culture, activities, amenities and accommodation. (1) <br />
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As it is, there is an overwhelming amount of choices available to satisfy any consumer’s need or dream and, in such a competitive marketplace, the viability of destinations depends on the ability to develop effective marketing and management strategies (2), among which differentiation is one crucial element to attract clients to a destination.(3)<br />
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Setting and developing marketing strategies and conveying such differentiation becomes an overpowering challenge to Destination Management Organizations. <br />
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DMOs’ difficult task is to be in both sides of the table. On the one hand they must set rules for a policy and business strategies by involving institutions and individuals. On the other they must draw support from the different stakeholders so that the brand will be both accepted and communicated through both official and unofficial publicity and products, resulting in a unique and consistent destination brand positioning (4). <br />
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So…. How to transmit the qualities of a destination, to attract the types of clients appealed by the different facets of what the destination is, “targeting a multiplicity of geographic markets to attract a wide range of segments”(1) … and all in less than 7 words and a logo? <br />
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There are countless studies on destination branding, brand equity assessment models, precise definitions and discussions on the difference between destination image and brand personality. But such analyses are not confined to lecture halls. On the contrary, their assessment will have implications in advertising, promotion and positioning of a city or destination (5).</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivKMuT1aMGJwofbSOxjOTIfg20OfWgWA624tSvxIYhjSBCDtqTZJzqMNsI0uNlbsuhVgMuYS01sb41x_wx08k1fSLQqnl54GDkuXarq5M_kMHpzvxEvsLL1cHgqou02D5zMWO_YiodvbwK/s1600/logos2.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivKMuT1aMGJwofbSOxjOTIfg20OfWgWA624tSvxIYhjSBCDtqTZJzqMNsI0uNlbsuhVgMuYS01sb41x_wx08k1fSLQqnl54GDkuXarq5M_kMHpzvxEvsLL1cHgqou02D5zMWO_YiodvbwK/s320/logos2.jpg" width="162" /></a></div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnuAzL_IIeTKgkQ5juovGQadZAwM1N2pRqyD8JHjgBFJOhG_2Tb3sv04_XCcPbKSPC54mV0KcYzExFFRyE37ByZ3cRwDpITKIN8uWLW9d-6UrK86lCw-_NhDLLmDvfCZxl3XL515ChBopC/s1600/slogans-2ii.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnuAzL_IIeTKgkQ5juovGQadZAwM1N2pRqyD8JHjgBFJOhG_2Tb3sv04_XCcPbKSPC54mV0KcYzExFFRyE37ByZ3cRwDpITKIN8uWLW9d-6UrK86lCw-_NhDLLmDvfCZxl3XL515ChBopC/s320/slogans-2ii.jpg" width="247" /></a><br />
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Consistent positioning is of the utmost importance since, unless a place can come to stand for something, it will have little chance of being remembered long enough to compete for any of this precious attention. Indeed, most people spend no more than a few seconds each year thinking about a destination, a city or a country on the other side of the world or about. So, unless that city or destination always seems exactly like itself every time it crops up, there is little chance that those few seconds of attention will ever add up to a preference for its products, a desire to go and visit the place, an interest in its culture. (6) (7)<br />
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In this sense, the use of Celebrities has been a traditional way of creating awareness.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhW1AhcRVYQ7gKcvkf-cOpln4ZkSxlOjDud-cpjRTubhYx77446zDv4n95-Tt1KLPYph7GMs4J0cKrlIeuzcXB3Ng7VVcVdD7z3uMfYQVmuayLTFcz4OJWWA7dhz0jGwzkkl0DKOhALjTaG/s1600/Grace+Kelly2.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhW1AhcRVYQ7gKcvkf-cOpln4ZkSxlOjDud-cpjRTubhYx77446zDv4n95-Tt1KLPYph7GMs4J0cKrlIeuzcXB3Ng7VVcVdD7z3uMfYQVmuayLTFcz4OJWWA7dhz0jGwzkkl0DKOhALjTaG/s1600/Grace+Kelly2.jpg" /></a></div>
Indeed, we already knew that they create destinations -Prince Rainiero & Grace Kelly made what Monaco is now- and their successors -HRH Prince Albert- contribute to create awareness in recently established ones <a href="http://bit.ly/qyUI6N" target="_blank"> http://bit.ly/qyUI6N</a><br />
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Now, we have empirical models to analyze Celebrities’ impact (8).<br />
<br />
But if attracting customers is already difficult, to grab the attention of the most sought after “creative class” (9) becomes of paramount importance. They, as a group, create trends, build and enhance the characteristics of a city or a destination, and their power of influence lasts much longer than any advertising campaign. Bringing them in and being capable to retain them is a nonstop challenge, even more fierce in these days in which companies and full organisations can and are run remotely.<br />
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To retain these customers, destinations need to constantly defeat concurrent alternatives, updating themselves and proving they are in the pinnacle of the pyramid by -among other things- bringing the firms that prove and show their status. Only certain destinations and locations can receive and sustain certain brands and, by fostering their establishment, the destination crosses a threshold that separates it from the rest.<br />
<br />
Thus,<br />
<br />
Academics say: In this 21st century, cities and destinations compete on their brand and will develop in line with it. They are competing on the value that they provide in terms of physical and service offer, their heritage, their ambitions and their character (6).<br />
<br />
In essence, they compete to offer “Power, Beauty and Soul”…<br />
<br />
…in a way, only 4 words and a brand suffice to shape a destination.<br />
<br />
For more information please contact <b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: medium;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b><br />
<a href="http://www.first-logic.com/" target="_blank">http://www.first-logic.com</a><br />
<br />
<b>References:</b><br />
<br />
<i>(1) TOURISM DESTINATION BRANDING COMPLEXITY</i><br />
<i>Dr Steven Pike. (2005). Tourism destination branding complexity. Journal of Product &Brand Management. 14(4): 258-9</i><br />
<i> </i><br />
<i>(2) DESTINATION BRAND PERSONALITY AND BEHAVIORAL INTENTIONS: A COMPARISON OF FIRST-TIME AND REPEAT VISITORS </i><br />
<i>Ahmet Usakli , Nevsehir University , Turkey </i><br />
<i>Seyhmus Baloglu, University of Nevada, Las Vegas, USA</i><br />
<i> </i><br />
<i>(3) LONG-TERM COMMUNICATION EFFECTS OF TOURISM MALAYSIA MARKETING COMMUNICATIONS ON THE AWARENESS AND PERCEIVED DESTINATION IMAGE DIMENSIONS AMONG POTENTIAL TOURISTS FROM THE GULF COUNTRIES (GC) </i><br />
<i>Ashraf Mohammad Teehi Alfandi and Azilah Kasim </i><br />
<i>Tourism and Hospitality , College of Arts and Sciences, Universiti Utara Malaysia Kedah, Malaysia</i><br />
<i> </i><br />
<i>(4) DESTINATION GOVERNANCE AND INTERNAL BRANDING AS ANTECEDENTS OF DESTINATION BRAND DEVELOPMENT: AN EXPLORATORY STUDY ON EDINBURGH </i><br />
<i>Ilenia Bregoli, Università Cattolica del Sacro Cuore Milan, Italy </i><br />
<i>Giacomo Del Chiappa Università degli Studi di Sassari Sassari, Italy </i><br />
<i> </i><br />
<i>(5) EXPLORING THE RELATIONSHIP BETWEEN DESTINATION IMAGE & BRAND PERSONALITY OF A TOURIST DESTINATION – AN APPLICATION OF PROJECTIVE TECHNIQUES</i><br />
<i>Girish Prayag Faculty of Law & Management, University of Mauritius</i><br />
<i> </i><br />
<i>(6) CITY MARKETING AND PLACE BRANDING: THE CASE OF CAPPADOCIA </i><br />
<i>Elem Yalçın and Burçak Çebeci Perker </i><br />
<i>University Faculty of Economics and Administrative Sciences,Istanbul, Turkey </i><br />
<i> </i><br />
<i>(7) PLACE BRANDING Some Important Distinctions in Place Branding. , Simon Anholt (2004)</i><br />
<i> </i><br />
<i>(8) SELECTING THE ‘RIGHT’ CELEBRITY ENDORSER: LATENT MEAN STRUCTURE ANALYSIS </i><br />
<i>Robert van der Veen and Haiyan Song </i><br />
<i>The Hong Kong Polytechnic University,School of Hotel and Tourism Management, </i><br />
<i> </i><br />
<i>(9) THE RISE OF THE CREATIVE CLASS. Richard Florida, 2002.</i><br />
<br /><i><span style="color: white;"></span></i><div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com2tag:blogger.com,1999:blog-5845761106786230126.post-81174615001366038822011-09-02T14:08:00.002+02:002013-04-23T12:58:19.264+02:00Wealth preservation - Self preservation?<div style="text-align: right;">
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by Alvaro HIDALGO
<a href="http://es.linkedin.com/in/alvarohidalgo/" style="text-decoration: none;" target="_blank"><span style="color: #0783b6; font: 80% Arial,sans-serif;"><img alt="" border="0" height="15" src="http://www.linkedin.com/img/webpromo/btn_in_20x15.png" style="vertical-align: middle;" width="20" /></span></a></div>
</div>
As a follow up to our last blog entry <a href="http://bit.ly/njITKT" target="_blank">http://bit.ly/njITKT</a> and after the recent havoc in financial markets and the serious doubts on what is to come next, many are no longer wondering how to obtain the highest return from their investments but how to keep those funds safe.<br />
<br />
Indeed, we have seen this summer how top 2007 star managers as John Paulson are having -30% performances or Bill Gross, manager of the world’s largest bond fund for Pimco, has seen his widely followed call to avoid US government debt backfire.<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjm_wClxhtc2AvDpG5nOgc8NiOpAmb3f37ctC4k7IXJA_Es-maa8ItjSEwch8HMrYTJpOxz2wbmh-RmBLvBh-c6az2pZRL8AmZ3I9EU65Ix481HAbL5FcMNa6ec3F56XRHK3UtN-j8a4GXC/s1600/Mastersof+the+Universe.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjm_wClxhtc2AvDpG5nOgc8NiOpAmb3f37ctC4k7IXJA_Es-maa8ItjSEwch8HMrYTJpOxz2wbmh-RmBLvBh-c6az2pZRL8AmZ3I9EU65Ix481HAbL5FcMNa6ec3F56XRHK3UtN-j8a4GXC/s1600/Mastersof+the+Universe.jpg" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Masters of the Universe loosing against markets</td></tr>
</tbody></table>
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As the FT clearly states: “But the fact that the 'Masters of the Universe' have got it so wrong is a sign of how upside down the investing world is today. Everyone has struggled, with two-thirds of managers of stock funds failing to beat the S&P 500 index benchmark in the past three years according to Standard & Poor’s. On the eve of another September when banks are starting to eye each other nervously -as they did in the run-up to Lehman Brothers’collapse in 2008- mere mortals face a rapidly shifting landscape” See FT article <a href="http://on.ft.com/oCOntn" target="_blank">http://on.ft.com/oCOntn</a><br />
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More and more sources refer to this crisis and to the banks as facing not only a liquidity crisis but a solvency one. The significant reduction in volume in interbank market is the best telltale of this. To create even more unsettlement, 6 recent Economy Nobel prizes have issued 6 different –and some of them opposed- recipes. <br />
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMwedLeRjlCf_UaYgxCaP9DeUL8VtSeGYmf4XLuDSOjymcx4MwuOkPw_jWJQGzkn2EzE4A9ByUpycMMqDiOEESdOTJ5oTF5lUMk9eNKz15JO7Gh3X6yMJULHExNMAiXdxT0GSU_qF1yUg6/s1600/Gold.jpg.png" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="129" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMwedLeRjlCf_UaYgxCaP9DeUL8VtSeGYmf4XLuDSOjymcx4MwuOkPw_jWJQGzkn2EzE4A9ByUpycMMqDiOEESdOTJ5oTF5lUMk9eNKz15JO7Gh3X6yMJULHExNMAiXdxT0GSU_qF1yUg6/s320/Gold.jpg.png" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Gold: 20% up in 2 months, 46% up in 1 year</td></tr>
</tbody></table>
Finally –or as a result-, gold has gone 46% up in the last year, 20% in the last two months. If gold was traditionally bought as a way to preserve wealth, does the current price mean that everything else is now worth 46% less than it was a year ago, or is its price a reflection of -again- crazy markets and decision makers?<br />
<br />
So, put it in the simplest of ways.……<br />
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgH3Eta_A6A0G4crML57c-BtqRQ5L-jvDznmG17A7a81NP11W2lThV0sgl4N4J7ar6SsdeaQnIckJUJN0od6W2sFrp985nhPnlTz0TiGqq4sSTDqWSUfzKa5tiOg-8yqi5sMnCamxWDW33P/s1600/Bunch2.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="123" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgH3Eta_A6A0G4crML57c-BtqRQ5L-jvDznmG17A7a81NP11W2lThV0sgl4N4J7ar6SsdeaQnIckJUJN0od6W2sFrp985nhPnlTz0TiGqq4sSTDqWSUfzKa5tiOg-8yqi5sMnCamxWDW33P/s200/Bunch2.jpg" width="200" /></a></div>
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Are you going to trust these guys with your money? <br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUKgYUD61dhCYvgl1kephJ_eBElWPUFWHQQ1WZGykHzn26bjbq0BMwm8SICaCk_x2OwYPSJtz9T-iZtazunRgh9A4EgXL_jCKp8SiAT0PHCd3VaBOjEZpUACi2wCss8B5y-HlB6DD_a-hi/s1600/Bunch1.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="136" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUKgYUD61dhCYvgl1kephJ_eBElWPUFWHQQ1WZGykHzn26bjbq0BMwm8SICaCk_x2OwYPSJtz9T-iZtazunRgh9A4EgXL_jCKp8SiAT0PHCd3VaBOjEZpUACi2wCss8B5y-HlB6DD_a-hi/s200/Bunch1.jpg" width="200" /></a> <br />
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Again?<br />
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Banks & bankers come and go, markets change swiftly and randomly, fortunes are made and savings are lost, but only assets stay.<br />
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And in all the crisis of the last century, nothing has preserved wealth more efficiently than high quality assets. Whether it be top of the range property investments, art or even signature cars, if you can hold on to the asset, its real value adjusted for inflation will be maintained or even increased with time.<br />
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The problem with these types of assets is that all of them required -up to now- additional cash flow to cover taxes, maintenance & security, insurance, etc.<br />
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Indeed, up to now.......One of the advantages of new property ownership systems has been that costs are covered by the operation, thus solving – at least partially in the worst case scenario- the cash flow issue.<br />
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But there is an additional benefit. Many banks are looking for both deposits & safe and profitable lending operations. By tying a property purchase mortgage with a guarantee deposit, the investor is (i) buying a solid asset, (ii) securing finance at reasonable levels and most importantly (iii) using also property as a way to secure the funds placed in banks, and not the other way around as we have been used to for the past 25 years. Indeed, by tying up a deposit/guarantee to an automatic reduction of the principal, the investor retains the possibility to convert at will the cash -a liquid but nowadays uncertain vehicle- into a solid wealth preserving investment.<br />
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Quality assets are immune to monetary crisis, exchange rate turmoil and policymakers' whims.<br />
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And as we have covered in all past blog entries, nothing helps to better preserve value -and its perception by the market- than brands.<br />
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By creating a valuable product that will keep its value in time, branded residences provide benefits for all parties involved. <br />
<br />
For more information please contact <b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: medium;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b><br />
<a href="http://www.first-logic.com/" target="_blank">http://www.first-logic.com</a><br />
<span class="status" style="color: white;">J48C45WG4RN5 </span><br /><div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-47116412143406478182011-08-20T00:18:00.028+02:002013-04-23T12:58:34.228+02:00Money, Money, Money… Where is the Money? (II)<div style="text-align: right;">
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by Alvaro HIDALGO
<a href="http://es.linkedin.com/in/alvarohidalgo/" style="text-decoration: none;" target="_blank"><span style="color: #0783b6; font: 80% Arial,sans-serif;"><img alt="" border="0" height="15" src="http://www.linkedin.com/img/webpromo/btn_in_20x15.png" style="vertical-align: middle;" width="20" /></span></a></div>
</div>
As a follow up to our entry in late January 2011 <a href="http://bit.ly/dHQTrc" target="_blank">http://bit.ly/dHQTrc</a> and as usual in a market downturn, the first thing to notice is that the IMF forecasts mentioned then have -again- proven wrong.<br />
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From a global markets’ perspective, August is proving to be an awful month, most markets losing an average 10%, even more in the banking & finance sector. And under this doom & gloom few are ready to think about new operations or investments.<br />
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Again, it’s not that there are not funds available…it is the aversion to risk! <br />
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With regards of Real Estate and/or Residential & Tourism developments, most funders/ bankers/ investors have been fighting & suffering to reduce their exposure to real estate over the last two years. And those coming out of such ordeal, will now smile -or blatantly laugh- if you meet them and ask for funds for a new project.<br />
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So? <br />
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Probably the biggest change that happened in the last 8 months is that investors, once achieved the stabilization of their portfolio after 2 years of asset & debt consolidation, are now becoming aware that liquidity needs to be allocated. Indeed, Banks and professional investors see that operational margins have been healthy and –in many cases- sufficient to compensate for all the bad debt losses....up to now. But to continue obtaining those margins they need to invest & fund or finance new operations.<br />
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This need to allocate funds applies to individual investors too. In spite of the destruction of wealth that this market crash represents, there is liquidity desperately looking for alternative investments that minimize risk:<br />
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiv9q8a1UVpUsZAcnuWFmB5bf65c3UP4Ym3-I4QiscuJ41vTDPQhM4NS9zp4OQP_q5agKCOv7LCZqui65JiuKczKjcHf4qKkAcrB4S-mMO8mbnsMFsXTIfinoXZ8tvOPVbfHnQfjtD0FtCI/s1600/ICI+Funds.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="190" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiv9q8a1UVpUsZAcnuWFmB5bf65c3UP4Ym3-I4QiscuJ41vTDPQhM4NS9zp4OQP_q5agKCOv7LCZqui65JiuKczKjcHf4qKkAcrB4S-mMO8mbnsMFsXTIfinoXZ8tvOPVbfHnQfjtD0FtCI/s320/ICI+Funds.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">ICI estimates $40Bn withdrawn from funds in the last month </td></tr>
</tbody></table>
Stock markets are not even being considered, Funds & fund managers are not trusted (see chart) any kind of debt /sovereign debt is frowned upon, general commodities are on average suffering from the foreseen economic downturn, main currencies are becoming more volatile...… only the safe havens are sought after. Therefore Gold is skyrocketing and Swiss Franc is steadily gaining strength. <br />
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Moreover, individuals have even further concerns and start doubting Banks and Financial Institutions' solvency and wondering whether their deposits are safe. <br />
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Thus, under this market environment one should go back to basics: Fixed assets and Real Estate have traditionally been a safe haven to preserve wealth through uncertain economic times.<br />
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This may sound almost like a joke after all we have suffered, but we all know now that the 2007-2010 Real Estate crisis was generated by excess of liquidity and indiscriminate access to debt enhanced by mortgage loan packaging and its effects in housing prices. When the scheme ran out of fuel, the whole system collapsed.<br />
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEitLyxroOuoiEHRg6oLHQcfyuYYO3doKiY7KodDWRC_p-8JP5jZvxovtC2hAiIkZ4yp00ckIOM6pA1osZ8p24tYBlVhroUosVe1ZtlF66gTtU2KzbK6Mt2iZ-WjuUGqYjffQFoOHSiEwxB4/s1600/REUSPrice.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEitLyxroOuoiEHRg6oLHQcfyuYYO3doKiY7KodDWRC_p-8JP5jZvxovtC2hAiIkZ4yp00ckIOM6pA1osZ8p24tYBlVhroUosVe1ZtlF66gTtU2KzbK6Mt2iZ-WjuUGqYjffQFoOHSiEwxB4/s320/REUSPrice.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Housing prices back to rational levels</td></tr>
</tbody></table>
In any case, all that is old stuff.<br />
<br />
Nowadays, a severe correction (30% - 50%) in Real Estate prices has already been incorporated & absorbed by the market in most countries & regions.<br />
<br />
Whether there is room for a further correction or not is arguable, but it is likely that we are now close to the levels where housing prices should rationally be.<br />
<br />
Therefore, it is now time for added value projects, clearly differentiating themselves by targeting specific market niches. <br />
<br />
And to assure lenders & investors that sales and revenue will be there and they will get repaid, and simultaneously assure buyers that they will maintain value, <br />
one must go –once more- back to basics and trust in three major truths:<br />
<br />
• Location, Location, Location<br />
• The power of the brand<br />
• Productivity and return<br />
<br />
…which get us back to Branded Residences.<br />
<br />
Indeed, they do attract customers with powerful brands and they run with operational agreements/ condo-hotels that provide a source of revenue. Additionally, the nature of the business requires them to be in the right location.<br />
<br />
From a funder point of view, Branded Residences provide a higher level of liquidity (being secured by the brand and the market niche) when compared to standard assets. But, most importantly, they grant additional levels of security by (i) allowing pre-sales and (ii) bringing a built-in source of revenue….even if sales were sluggish in the initial stages, the operation will provide the revenue required to cover payment of at least the interests from day one. Hence, for Buyers and Investors, the Branded Residences concept provides overall solidity to the project. And, in the same way that the brand serves the final client and the operator, it does also attract the banker/funder as it buffers many of the risk factors.<br />
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Does this mean we can find money now? It is not a risky bet to say that after this month of August -and what still may come-, bankers will put on hold any new operation for a while. <br />
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhelMweu02UsFKVQ1qHmlZlwcLkEtClOuHDG6ae1Oui-JgBljKkVWu1_6FMF4sg1UcPrHvwYl8xNp74rkX9Z9JhWDymuggvzoGy3hWPvrBW7yCVd-zJUt_nnSqdp2OcHAa_mXGSkATHwZon/s1600/Daniel-craig-bond-21.jpg" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhelMweu02UsFKVQ1qHmlZlwcLkEtClOuHDG6ae1Oui-JgBljKkVWu1_6FMF4sg1UcPrHvwYl8xNp74rkX9Z9JhWDymuggvzoGy3hWPvrBW7yCVd-zJUt_nnSqdp2OcHAa_mXGSkATHwZon/s320/Daniel-craig-bond-21.jpg" width="252" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small;">Solidity & Credentials</span></td></tr>
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Nevertheless, we need to go to see our bankers now, being sure not to ask them for money but on the contrary to acknowledge their current predicament, keep them updated of the status of our project, and focus in its solidity and in the duration of the production cycle. <br />
<br />
Indeed, projects starting now could be ready to be completed by 2013 -a moment in which the market should be in full recovery. <br />
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What’s the objective? The purpose is to be sure that your banker will have your project in mind when his P&L shows him that they may have done too good a job in the management of risk, but that there is no revenue. At that moment, your project must immediately hit his mind for it is solid, profitable, has all the credentials and is ready to go. <br />
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And a top brand project, per definition, has the solidity and the credentials.<br />
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So, how to attract the money? In the end, if one can bring power, beauty and soul to a branded destination, money will come too.<br />
<br />
For more information please contact <b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: medium;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b><br />
<a href="http://www.first-logic.com/" target="_blank">http://www.first-logic.com</a><br />
<span style="color: white;"><span style="color: black;"><span style="color: white;"></span></span></span><br />
<span lang="EN-GB"></span><div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-42518345787286147292011-08-07T10:04:00.009+02:002013-04-23T12:58:53.246+02:00Do brands really add value to real estate developments and travel destinations? ( and III)<div style="text-align: right;">
<div id="SSUniqueID">
by Alvaro HIDALGO
<a href="http://es.linkedin.com/in/alvarohidalgo/" style="text-decoration: none;" target="_blank"><span style="color: #0783b6; font: 80% Arial,sans-serif;"><img alt="" border="0" height="15" src="http://www.linkedin.com/img/webpromo/btn_in_20x15.png" style="vertical-align: middle;" width="20" /></span></a></div>
</div>
Following our last blog <a href="http://bit.ly/n8XRj2" target="_blank">http://bit.ly/n8XRj2</a> we stirred up quite interesting conversation threads in different LinkedIn forums, and we believe it may be worthy to close the series gathering some of the points raised. (Quotes are numbered and authors are referred below)<br />
<br />
The most expected question “Isn’t it there something to be said about overextending a brand's horizontal expansion? While ultra luxury brands understand quality and value, I hesitate to agree it translates to the hospitality sector” (1) was very clearly answered within the discussions: “if the ‘brand promises’ of the development and the luxury brand complement each other it works….. In the luxury sphere clients are used to getting the best and thus having a famous luxury brand involved in a project is a natural extension of the developments' positioning in the market” (2).<br />
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A brand can be regarded as “a comprehensive set of values that enable the asset to articulate its benefits concisely to its target market”(3) but, instead of being understood as a whole , this very precise definition gets frequently distorted and is applied only to the short term capacity to attract its target market and make the sale.<br />
<br />
Indeed, this short term approach is followed by “many property firms for which branding is little more than project marketing using individual, short-lived marketing and PR measures. But because property branding must be seen in the long term,” “targeted brand positioning, differentiation, authentication, and cultivation should create a lasting genius for your project”(4).<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_9NwM1o1dunegKyps2bE9-Isyu6MsWzzwA4Cxxg4PpVLeQn-7dFpjyR8_nyWRNbAbtY7PHUyGq3Lf7-t32BBAZmK40qiSOB4ajUVcvcjlFgl5MmEdf_BmOM2wSCfDBPiWXdRMq3b-b1SP/s1600/Jardin+interior.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_9NwM1o1dunegKyps2bE9-Isyu6MsWzzwA4Cxxg4PpVLeQn-7dFpjyR8_nyWRNbAbtY7PHUyGq3Lf7-t32BBAZmK40qiSOB4ajUVcvcjlFgl5MmEdf_BmOM2wSCfDBPiWXdRMq3b-b1SP/s1600/Jardin+interior.jpg" /></a>Thus, branding must not be applied to “just a surface-level activity, but the architecture and master-planning should be an integrated part of the brand and the delivery of the community & the facilities management to ensure that the brand promise is delivered on a day-to-day basis to end users.” (5)<br />
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It is clear that real estate product identification should always be understood in the long term. <br />
<br />
A good example of the importance of the name can be seen in the gated communities & condominiums. Their <b><i>name</i></b> becomes an established <i>brand</i> in time and this is only achieved by proving to be capable of maintaining certain standards during a number of years. “Brands may 'tag' products but ultimately it is the individual experience with an induced value that creates that brand” (6).<br />
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Branded developments fill this short term - long term gap. By showcasing the brand from the very early stages of development, established brands commit not only to bring in their set of values, but also to maintain them for the long term.<br />
<br />
Indeed, top brands' reputation is based in their capacity to produce top-of- the-range products and services and to make them evolve to adapt to -and in many cases to shape- new trends and ways of life.<br />
<br />
Bringing these levels of design, quality and service to a final product is something that many try to achieve and very few succeed in the long term –some have been succeeding for almost a century….. Here lies the brands’ strength and power.<br />
<br />
Finally, applying brand standards to the very immaterial sales process does also make the difference. <br />
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“If you want to reach the buyers who buy ultra-luxury branded real estate, you need to reach the same kind of buyers who buy the ultra-luxury brands” “It requires an understanding of how to market branded luxury to the elite, creating an exclusive invitation only type offering and keeping the brand integrity of the project sound to maintain value for the project and for the buyers. It requires managing the inventory so the initial buyers enjoy greater benefits then the buyers who come in last and the exclusivity of the offering builds a backlog of those that wish they could have bought. With the development phase really hitting the market at just the right time in Asia, understanding how to pre-sell your ultra-luxury branded residences & hotel residences into these markets can really minimize the risk and increase the ROI to the developers and the ownership to the buyers” (7). <br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjq1JPtvDlwMu_AcLQ2nSjMRQor3cg8yNSXQAPTPpY876rMb6eF7CJ0cqy5AMirDmBIhFN64OKdsLQ6zv4aEYeKaA9NEg6OnC2SgBKkllMkzxsVQjgjfiUPIOjqPjcMSpxbRwOi1KtZzzCH/s1600/CajaCasalowres.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjq1JPtvDlwMu_AcLQ2nSjMRQor3cg8yNSXQAPTPpY876rMb6eF7CJ0cqy5AMirDmBIhFN64OKdsLQ6zv4aEYeKaA9NEg6OnC2SgBKkllMkzxsVQjgjfiUPIOjqPjcMSpxbRwOi1KtZzzCH/s320/CajaCasalowres.jpg" width="313" /></a>So, bringing in luxury brands avoids the pitfalls in this final leg and their expertise adds value by setting standards and requiring that the process is handled by professionals. They do know how to successfully manage the distribution and the retail chain to enhance both the product and the brand itself…. few sectors can surpass established luxury brands in the mastering of this process.<br />
<br />
Hence, by incorporating their expertise to the branded destination concept, brands do play in their home court. They are just extending their capacity to provide lifestyle to other niches and by this they create value and maintain it in the long term. And the implications of this provide a major benefit to all parties involved: brand, developer, funders, lenders & investors, sales force and clients/owners. <br />
<br />
Branding complements and fulfils all parties’ aims and needs…... they come at a price but they generate the returns. <br />
<br />
Of course, under the brand umbrella there are many different standards.....And none can compare with the reputed “Coolest brand”: <a href="http://bit.ly/mdMAmz" target="_blank">http://bit.ly/mdMAmz</a><br />
<br />
For more information please contact <b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: large;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b><br />
<a href="http://www.first-logic.com/" target="_blank">http://www.first-logic.com</a><br />
<br />
Quoted Contributors:<br />
<br />
<div style="text-align: left;">
(1) Kyle Thieme, Social Media Coord at Madplum Creative </div>
<div style="text-align: left;">
<a href="http://madplumcreative.com/" target="_blank">http://madplumcreative.com/</a></div>
<div style="text-align: left;">
(2) Jp Fourie, CEO Admakers</div>
<div style="text-align: left;">
<a href="http://www.admakers.com/" target="_blank">http://www.admakers.com</a><br />
(3) Jason Barret,Commercial Property Manager with a twist<br />
<a href="http://linkd.in/mQQEEa" target="_blank">Jason Barret's LinkedIn profile</a><br />
(4) Lee Valentine, Brand Strategist at Team scope design<br />
<a href="http://www.teamscope.com.au/" target="_blank">http://www.teamscope.com.au</a><br />
(5) Lisa Knight, Founder & Creative Director at The Brand Foundation<br />
<a href="http://www.thebrandfoundation.net/" target="_blank">http://www.thebrandfoundation.net</a><br />
(6) Jessica Osborne, Project Consultant<br />
<a href="http://www.linkedin.com/in/jessicaosborne1" target="_blank">Jessica Osborne LinkedIn profile</a><br />
(7) Robert Rann, President & CEO Refined Resort Residences<br />
<a href="http://www.refinedresortresidences.com/" target="_blank">http://www.refinedresortresidences.com/ </a><br />
<a href="http://blog.refinedresortresidences.com/" target="_blank">http://blog.refinedresortresidences.com/</a></div>
<br />
Many thanks to all LinkedIn discussion contributors for all your valuable entries, quoted or not. <br />
<br />
<a href="http://www.johnglover.co.uk/">Interior garden picture courtesy of John Glover, leading specialist garden photographer http://www.johnglover.co.uk</a><br /><br /><div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com4tag:blogger.com,1999:blog-5845761106786230126.post-19015751633986509242011-07-15T11:02:00.031+02:002013-04-23T12:59:45.217+02:00Do brands really add value to real estate developments? (II)<div style="text-align: right;">
<div id="SSUniqueID">
by Alvaro HIDALGO
<a href="http://es.linkedin.com/in/alvarohidalgo/" style="text-decoration: none;" target="_blank"><span style="color: #0783b6; font: 80% Arial,sans-serif;"><img alt="" border="0" height="15" src="http://www.linkedin.com/img/webpromo/btn_in_20x15.png" style="vertical-align: middle;" width="20" /></span></a></div>
</div>
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<span style="font-size: small;">After our first blog entry on this last February (<a href="http://bit.ly/qQujFJ" target="_blank">http://bit.ly/qQujFJ</a>), the topic has become hotter and hotter.</span></div>
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<span style="font-size: small;">More brands are entering into this, some of them with mixed results. The more negative of which is – as in most cases – not due to the concept itself, but to its faulty application. </span></div>
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<tr><td style="text-align: center;"><span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXZitvyAmDXBZ1Be-ODwDRtVu0zDrnBTWrThKvp3cT3i4hrf0-flGzKwDmZvCd_g0Dvs6m9HGpbf3p68KDnuDffDInZTJcmNE9iPxM5Yd4z5Qr55KoJ2cc_D-po1IKH5dkoa5wQ_-TNO-W/s1600/PoloSegway.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="212" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXZitvyAmDXBZ1Be-ODwDRtVu0zDrnBTWrThKvp3cT3i4hrf0-flGzKwDmZvCd_g0Dvs6m9HGpbf3p68KDnuDffDInZTJcmNE9iPxM5Yd4z5Qr55KoJ2cc_D-po1IKH5dkoa5wQ_-TNO-W/s320/PoloSegway.jpg" width="320" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small;"><i><span lang="EN-US" style="line-height: 115%;">Is it the right brand in the right market? </span></i></span></td></tr>
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<span style="font-size: small;"></span><span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;">Introducing a successful brand in a country/region in which it is not known is risky business in itself.</span></span><br />
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;">And it is so, even if the objectives are limited to the core brand products, not to mention trying to export a brand and simultaneously enter a non-core sector. </span></span></div>
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<span style="font-size: small;">The second common mistake is branding just an average real estate project in which the brand brings only a stamp. Why should someone pay something for nothing?</span></div>
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;"> </span></span></div>
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<span style="font-size: small;">So, when do brands add value?</span><br />
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;"> </span></span></div>
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<span style="font-size: small;">Quite simply, when the resulting product becomes a better one by incorporating the qualities and know-how that the brand represents.</span><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">it is just getting back to basics, and </span> </span><span style="font-size: small;">High-end and Ultra Luxury brands are proving their ability to do this in earnest.</span><br />
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<tr><td style="text-align: center;"><span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyeoiTqJqwhglayT0lP_LdZ3VfeCcBT40axyudhECAnXEAdfSXh71zchxFTjrTrvETYaVZNgV40NLiUDyCT7tfx73vsMtAIeFLGoSi_N8cgtLeHohcAOQSfGEcY9zd0dRWQbq9fopclPcI/s1600/PoloMatch2.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyeoiTqJqwhglayT0lP_LdZ3VfeCcBT40axyudhECAnXEAdfSXh71zchxFTjrTrvETYaVZNgV40NLiUDyCT7tfx73vsMtAIeFLGoSi_N8cgtLeHohcAOQSfGEcY9zd0dRWQbq9fopclPcI/s1600/PoloMatch2.png" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small;"><i><span lang="EN-US" style="line-height: 115%;">Back to basics</span></i></span></td></tr>
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;">By successfully translating their respective expertise into the real estate and hospitality sectors, quality brands bring to the table what is expected from them, i.e., creating and maintaining value (the latter is proving to be a capital point under this market). </span></span><br />
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<br />
<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;">An excellent cross-comparison on this was published by Sally Howard in Forbes </span><span lang="EN-GB"><a href="http://onforb.es/lMJGey" target="_blank">http://onforb.es/lMJGey</a></span>.</span></div>
<span style="font-size: small;"> </span><br />
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;">But then, there is the other side of it. Real Estate is probably the most important statement and expression of lifestyle.</span></span></div>
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<tr><td style="text-align: center;"><span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmAaM1wXD3xQH6_IcbiuCY_IhBor-W_PPYxkiUplkNCC9wXdUAhVUM6CHgmOTw9rFxmgwZxmF7zBOWPI5rWSKGjEm2Hsy2RIkPV0olARahtJ9f37gjowjyeB43VM6FI-yfUp2TWykXEN-E/s1600/will-kate-polo-game-22.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmAaM1wXD3xQH6_IcbiuCY_IhBor-W_PPYxkiUplkNCC9wXdUAhVUM6CHgmOTw9rFxmgwZxmF7zBOWPI5rWSKGjEm2Hsy2RIkPV0olARahtJ9f37gjowjyeB43VM6FI-yfUp2TWykXEN-E/s320/will-kate-polo-game-22.jpg" width="320" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small;"><i><span lang="EN-US" style="line-height: 115%;">Brands bring similar people together</span></i></span></td></tr>
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;">It is true that in some cities the location of the property provides by itself this flare, but in many other places the results of the location-identification equation are not clear.</span><span lang="EN-US" style="line-height: 115%;"> </span></span></div>
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;">Thus, the incorporation of a well established brand that impersonates the essence of lifestyle to a property investment is the natural step to follow.</span></span></div>
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;"></span></span></div>
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;"></span></span></div>
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<br /></div>
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;">Moreover, people identify themselves with a certain image, and since most of us want to live in places surrounded by people with similar interests and values, branded property ensures, in a way, that the owners/users will be in contact and in the vicinity of like-minded people. Brands, In the end, bring similar people together.</span></span></div>
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<br /></div>
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;">This natural market segmentation reduces the buyer’s decision time; besides, there are not so many properties available under a specific brand. Thus, reduced decision time translates into quicker sales and easier cash-flow management, which benefits the developer.</span></span></div>
<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;"> </span></span><br />
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;">Brands are powerful tools and, as any other tool, when handled with care provide the desired results. </span></span></div>
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;">By creating a valuable product that will keep its value in time, branding properties provides benefits for all parties involved.</span></span><br />
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<span style="font-size: small;"><span lang="EN-US" style="line-height: 115%;">Of course, under the brand umbrella there are many different standards.....And none can compare with the reputed “Coolest brand”: <a href="http://bit.ly/mdMAmz" target="_blank">http://bit.ly/mdMAmz </a></span></span><br />
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<span style="font-size: small;"> </span><span style="font-size: small;"><span style="color: #666666; font-family: Verdana,sans-serif;"><b>For more information </b></span></span><span style="font-size: small;"><span style="color: #666666; font-family: Verdana,sans-serif;"><b>please contact </b></span></span> <b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: large;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b><span style="font-size: small;"><span style="color: #666666; font-family: Verdana,sans-serif;"> <a href="http://www.first-logic.com/" target="_blank">www.first-logic.com</a></span></span><br />
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<span style="color: white;"><span style="color: black;"><span style="color: #666666;"> </span></span></span><span style="font-family: Arial; font-size: xx-small;">Pictures courtesy of wozcup2011.com ; events.piaget.com ; thedailytruffle.com</span><br />
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<span style="font-family: Arial; font-size: xx-small;"> </span><div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-69503403156250355302011-06-16T17:44:00.007+02:002012-11-02T09:44:50.623+01:00Apple innovates the architectural industry...<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="color: #666666; float: left; font-family: Verdana,sans-serif; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj92NML4FwBi21-17MEDcJq61syf8CvzItxPkBAdxnc6YENU2HUf_coVRYsucqEUDk_BGgeJtIxqCDJgIHkZkLXl8KpxVDKA2BdalmqIA8OSKXOwa5zpreyvQ-TM9q_7sBQPO8T4kJd8cLW/s1600/apple-store-14th-Street-new-york.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj92NML4FwBi21-17MEDcJq61syf8CvzItxPkBAdxnc6YENU2HUf_coVRYsucqEUDk_BGgeJtIxqCDJgIHkZkLXl8KpxVDKA2BdalmqIA8OSKXOwa5zpreyvQ-TM9q_7sBQPO8T4kJd8cLW/s320/apple-store-14th-Street-new-york.jpg" width="259" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small;"><span style="font-size: xx-small;">Example of Apple architecture, Apple Store, NY</span></span></td></tr>
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<span style="font-size: small;">Last week Steve Jobs, CEO of Apple, proposed the landing of a spaceship in Cupertino, USA. Cupertino is, and has always been, the home of Apple Mac’s offices. And so, now that Apple appears to be approaching world domination in terms of the latest (indeed the coolest) I.T. and mobile technology, it seems only apt that its HQ should mirror this brand prowess. <br />
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The said “spaceship” is actually one office building that will hold 12,000 employees. No expense has been spared with the curved construction. The existing 150 acres (previously owned by HP) currently features a standard office building, a huge amount of parking and 20% landscaping. This will be transformed into an architectural landmark with 80% of the land dedicated to around 4500 indigenous trees (inc. apricot orchards). Jobs says that they’d like “a shot at building the best office building in the world.” But why would a computer company assume a position of expertise when it comes to architecture?<br />
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This architectural egotism does seem to be a phenomenon that is affecting many of our top brand names. But is it justified? Any über successful brand does require an understanding of design versus practicality and ergonomics if they are to succeed – even more so in such economically challenging times. (There is no point in creating a computer that does a million fancy things, for example, if it looks plain ugly or just huge when sat on your desk). And form v function is an ethos well known to any architect.<br />
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So, perhaps, when a brand is top of their trade, it is quite a natural progression, after all…<br />
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</span><span style="font-size: small;">Apple’s iPhone is number 2 on the “UK’s Coolest Brands” list and the iPod is number 3. Therefore, it should be of no surprise that the Number 1 Coolest Brand in the UK is also extending their inherent ability for producing the exquisite for the property industry. </span> </div>
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Aston Martin is the UK’s largest manufacturer of luxury sports cars. Their automobile designs, inspired by a combination of power, beauty and soul, are revered worldwide. The recent announcement of exclusive international destinations states a desire to create resorts with an emphasis on sporting facilities that is not currently available in the property/tourism market. Each resort will maintain the core elements of the Aston Martin brand whilst captivating the influences of the specific locations – a design concept that is similarly seen in the Apple stores that are each unique but consistently use a combination of light, glass and metal to achieve a trademark ambience. </span><br />
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As Architect, Philip Johnson, states “All architecture is shelter, all great architecture is the design of space that contains, cuddles, exalts, or stimulates the persons in that space.”</span></div>
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<tr><td style="text-align: center;"><span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwPXjTJOXgmiPnjP0OvWBLjlCVZsKgElQbvMlAFbMZNHHB8Aekp2mJprqPQq-kueBhQ854ncTTAHEYllWQzzdPoTK2jwJucHiULGaXl0UG-RJr200lrmuZEsPWMC3pHbC420k3pbQXGknl/s1600/Aston+Martin+Plot+Plan_small.jpg" style="margin-left: auto; margin-right: auto;"><img border="0" height="235" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwPXjTJOXgmiPnjP0OvWBLjlCVZsKgElQbvMlAFbMZNHHB8Aekp2mJprqPQq-kueBhQ854ncTTAHEYllWQzzdPoTK2jwJucHiULGaXl0UG-RJr200lrmuZEsPWMC3pHbC420k3pbQXGknl/s640/Aston+Martin+Plot+Plan_small.jpg" width="640" /></a></span></td></tr>
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In conclusion, whilst construction must, of course, be technically sound, it may also be magical – and in that, the brand genius of our generation may well be able to assist.</span><br />
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<span style="color: #666666; font-family: Verdana,sans-serif; font-size: small;">For more information on the <b>Aston Martin Branded Developments </b>please contact<b> </b></span> <b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: large;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b><span style="color: #666666; font-family: Verdana,sans-serif; font-size: small;"> <a href="http://www.first-logic.com/">www.first-logic.com</a></span><br />
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<span style="color: #666666; font-family: Verdana,sans-serif; font-size: small;"><span style="color: white;"> </span></span><div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com1tag:blogger.com,1999:blog-5845761106786230126.post-23955774232811008472011-05-14T22:02:00.004+02:002012-11-02T09:43:21.133+01:00A new era for the World's coolest brand<div style="font: 16.0px Arial; margin: 0.0px 0.0px 0.0px 0.0px;">
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<span class="Apple-style-span" style="color: #666666; font-family: Arial,Helvetica,sans-serif; font-size: small;">Alvaro Hidalgo of First Logic discusses the company’s role in taking one of the World’s coolest brands into the exciting world of property development.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhRVtv8ztb0fDRIj_gRI1PTX1h9SC_JdVw5j9z4GQL65-79xZKsmJ0KjbK-xguXjqWkKkKXC8cE6vgeR-FZh0KYoW_pLAq8PeWAMLHEQ8pzALU_EifLlElk4PhQ9HBPbmZNc5S9VStBjljI/s1600/AM+collage.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="241" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhRVtv8ztb0fDRIj_gRI1PTX1h9SC_JdVw5j9z4GQL65-79xZKsmJ0KjbK-xguXjqWkKkKXC8cE6vgeR-FZh0KYoW_pLAq8PeWAMLHEQ8pzALU_EifLlElk4PhQ9HBPbmZNc5S9VStBjljI/s320/AM+collage.jpg" width="320" /></a></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;"><b>How will First Logic manage the development process for Aston Martin?</b></span></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;">First Logic's role with regards to Aston Martin branded developments is to identify projects suitable for the prestigious brand and initiate all of the driving factors (concept, architecture, funding & financing, marketing & sales and subsequent management of the operations) that are required to make the project become a reality.</span></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;"><b>Where in the world will the Aston Martin developments be located and what are the deciding factors?</b></span></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;">We are evaluating and actively seeking proposals of development projects which unite the high calibre characteristics represented by the Aston Martin brand. This includes the location, project configuration and a unique appeal.</span></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;">Aston Martin will grant licenses to only a limited number of developments, worldwide.</span></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;"><b>What environmental factors are you seeking for the location of these resorts?</b></span></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;">Beautiful environments are being sought (mountain, forest, snow, lake, etc) that can also provide first-class sport and leisure activities such as ski, polo, golf or marina. Each development will be considered on an individual basis with a construction and sales approach that is both effective and in harmony with the Aston Martin brand.</span></span></span></div>
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<span class="Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><b>For more information on </b></span></span></span></div>
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<span class="Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><b>Aston Martin Branded Developments</b></span></span></span></div>
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<span class="Apple-style-span" style="color: #666666;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><b>please visit:</b></span></span></span><br />
<b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: medium;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b></div>
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<span class="Apple-style-span" style="color: #666666; font-family: Arial,Helvetica,sans-serif; font-size: small;">Renowned manufacturer of luxury British sports cars, Aston Martin, has extended its brand license agreement to include international property developments. Enthusiasts are attracted to the distinctive Aston Martin style that has become iconic to the world of automotive design – the key elements of which will now be applied to the new property concepts.</span></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;">Power, beauty and soul are the 3 core elements that lie at the heart of the Aston Martin brand, and these same elements will be significant in placing Aston Martin branded developments at the height of the luxury property industry. “Aston Martin has an inherent beauty that stems from a basic requirement to be streamlined and aerodynamic. It is this design expertise, and an understanding of aesthetics combined with functionality, that will differentiate Aston Martin developments”, says Alvaro Hidalgo of First Logic.</span></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;">Each Aston Martin property development will be unique, tailored to suit a selection of first class leisure destinations such as Marina, Beach, Ski, Golf and Polo resorts. Key principles will remain present throughout all developments, as will a striking selection of build materials. The classical strength and elegance of the Aston Martin brand will dictate the property framework, which will be united with contemporary innovations to complete truly unique developments. The worldwide portfolio of Aston Martin’s luxury properties will include villas, apartments, residences, hotels, sports clubs and accompanying exclusive leisure facilities.</span></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;">Those investing in an Aston Martin property development will be proud to be part of a new brand concept that assures absolute quality, care and craftsmanship. And the long term rewards of investments in a top luxury brand include the benefit of faster sales, reduced risk and additional security.</span></span></span><span style="font-size: small;"><i> </i></span></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;">For more information on Aston Martin branded property developments, </span></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;">please contact</span></span></span><b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: large;"><span style="color: #868a08;"><span style="color: #666666;"><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"> </span></span></span>FIRST</span>LOGIC</span> <span style="font-size: xx-small;">Consulting</span></b></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;"><b>About First Logic:</b></span></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial,Helvetica,sans-serif;"><span class="Apple-style-span" style="font-size: small;"><span class="Apple-style-span" style="color: #666666;">First Logic is an international property development consultancy that integrates focus and expertise to create one seamlessly driven project. <a href="http://www.first-logic.com/">http://www.first-logic.com</a></span></span></span></div>
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<div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com2tag:blogger.com,1999:blog-5845761106786230126.post-74020824834616686322011-02-27T21:57:00.003+01:002012-11-02T10:01:47.143+01:00Do the emerging markets have a future?<div style="color: #666666; font-family: Arial,Helvetica,sans-serif;">
<span style="font-size: small;">Recent worldwide economics have, of course, affected the real estate development industry. But, the problem of lacking liquidity and wary funding entities has been further compounded by the instability of the final consumer who, due to their own personal circumstances, have been incapable of providing sufficient funds to the developer at time of completion. <br />
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And it is the property developers focused on the emerging markets who have suffered the most. Whilst the end consumer in an established market may be purchasing for personal use as a family home, the likelihood in an emerging market is that the property is intended for buy-to-let or second home purposes and therefore, is immediately considered “not a priority”.<br />
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<span style="font-size: small;">Yet, recent stats hint at a speedy recovery for the developer in emerging markets – perhaps even more so than those taking the “safer” option in the established market. The UNWTO states “While all regions posted growth in international tourist arrivals, emerging economies remain the main drivers of this recovery. This multi-speed recovery—slower in advanced economies (up 5%) and faster in emerging ones (up 8%)—is a reflection of the broader global economic situation.” It is also thought that the growing requirements for commodities will act as a catalyst for the product-rich regions such as China and India.</span></div>
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Whilst the emerging markets throughout North and Sub-Saharan Africa were relatively unaffected by the world’s economic crisis (with 2010 figures exceeding pre-crisis), the immediate future of the MENA region is now obviously in question.. “Short-haul destinations with a history of tourism demand show the most promise for the 2011-2012 period; Spain or Croatia for Europeans, the Caribbean and Mexican destinations (Baja or Mexican Riviera) for US and Canada, South Brazil (Santa Catarina) and Uruguay for South Americans” says Alvaro Hidalgo of First Logic Consulting.</span></div>
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Hidalgo continues to state “a real estate investor interested in the emerging markets should seek a destination with the capacity to attract the originating markets. As in any other sector, the key factor in real estate development is to identify a niche and develop a product that is fitted to that niche.”</span></div>
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Contact </span> <b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: large;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b><span style="font-size: small;"> for more detailed advice on real estate development in the emerging markets <a href="http://www.first-logic.com/"><b>www.first-logic.com</b></a><br />
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<div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-58974562064085121792011-02-23T09:47:00.003+01:002012-06-22T01:36:40.021+02:00Do brands really add property value? (I)<div style="color: #666666; font-family: Arial,Helvetica,sans-serif;">
<span style="font-size: small;">Brands are not created overnight. It is with forethought, planning and customer loyalty that a brand becomes popular. Obviously, all of this groundwork leads to a consumer bond that is not easy to attain and difficult to compete with. And that bond can be transferred to related products as the brand cannot risk its reputation by producing or endorsing any product that is sub-standard. </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhs2toJg7XsHiG9tLoTjwchBvy0RqoFQJlH72wRaE1p0RinI6t7S49c7MVSMzeGgNB8q_6rPZyCs1bpLXy9l1X43JUbLaH0PBNJSFICSd1ZceBqRBRdWdq-8OLWAvbvFkaHtHIAKGDYY3I3/s1600/Screen+shot+2011-02-23+at+9.36.13+AM.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="154" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhs2toJg7XsHiG9tLoTjwchBvy0RqoFQJlH72wRaE1p0RinI6t7S49c7MVSMzeGgNB8q_6rPZyCs1bpLXy9l1X43JUbLaH0PBNJSFICSd1ZceBqRBRdWdq-8OLWAvbvFkaHtHIAKGDYY3I3/s200/Screen+shot+2011-02-23+at+9.36.13+AM.png" width="200" /></a><span style="font-size: small;">In challenging times every industry faces a mounting pressure for fresh ideas, and one of the solutions to the 2008 crisis brought up by the property market was “property branding”.<br />
As in any other field, the execution of the idea or guideline is as important of the idea itself. And it seems as if some believed that by simply bellowing “branded property” via any medium that would have them, would easily salvage a sorely damaged bank account. Of course, the truth is that it would be difficult to resurrect a failing resort that was constructed with peak costs and copy-cat planning by just adding a brand name above the door.<br />
It should be remembered that it is not the logo of the brand that adds the value, but the strategy that the brand will bring (with equal emphasis on an accurate selection).</span></div>
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The undeniable fact is that branded hotels are more profitable in all economic conditions – most especially during the downturn as customers are more risk adverse and therefore need to be reassured by the familiarity of a known name. A recent example of a brand that has pushed its boundaries is the fashion-house Missoni. The initial Hotel Missoni in Edinburgh proved to be so superbly popular that the bold, dynamic designs have now also been applied in Kuwait with establishments also planned for Oman and Brazil. </span></div>
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<span style="font-size: small;">This is a clear example of how branding works. It is the brand that links the facts with the emotion. Knowing that a second-home development in an emerging district will have on-site facilities such as a swimming pool and a sauna is one thing. Knowing that it will be inspired, designed and run by a luxury name such as Versace is quite another. http://www.palazzoversace.com/</span></div>
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Branded properties provide added security as the management companies place importance on consistent management and worldwide marketing. This in turn results in higher returns over a longer period of time.</span></div>
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And, of course, we are all human. It would take a quite a stern investor who did not crack a small smile at the mention of his exclusive retreat on the delectable shores of some-such coast… oh, yes, and it just happens to be managed by the World’s Number One Coolest brand…</span></div>
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<b style="font-family: Times,"Times New Roman",serif;"><span style="font-size: medium;"><span style="color: #868a08;">FIRST</span>LOGIC</span> Consulting</b><b> </b>can identify and implement the management agreement of top brands to transform your property development. For more information <a href="http://www.first-logic.com/"><b>www.first-logic.com</b></a></div>
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</span></div><div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-30681077125930451592011-02-08T21:25:00.000+01:002012-03-02T14:24:39.768+01:00The role of the project manager<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQsvE0RuSG15M9z7V53vv6TkHZmSeDqiy3dEQvafdnMcN8nVsbmNVFn15_IWqpsBAFtC6P985IxJChuyKJC2CFgR2T6cF9Ehil8AU3VygqRgIxxALxP1OmwUZHsycpfd5M9Cma7QSyCzC6/s1600/ProjectManager.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQsvE0RuSG15M9z7V53vv6TkHZmSeDqiy3dEQvafdnMcN8nVsbmNVFn15_IWqpsBAFtC6P985IxJChuyKJC2CFgR2T6cF9Ehil8AU3VygqRgIxxALxP1OmwUZHsycpfd5M9Cma7QSyCzC6/s200/ProjectManager.jpg" width="123" /></a></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">Until the late 80’s, the position of Project Manager did not exist in the construction industry as a distinct occupation. Their tasks as we know them today were carried out by the Lead Consultant, normally the appointed Architect, as an inherent part of the design and construction process. As Lead Consultant, the architect’s role during the construction phrase was far more managerial and consequently their knowledge of the Design Team was better informed. By introducing a new member of the team, the Project Manager, it was possible to focus on the role of project control and make non-bias decisions whilst allowing the architect to concentrate ongoing design and detailing works. </span></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
However as a direct result, statistics indicate that during the 1990’s, there was an increase in both construction delays and cost overruns which can be attributed to the introduction of this alien development style. The project manager was seen as a glorified accountant or elevated clerk of works, and design team meetings went from the normal slight disarray into complete farce, when members felt the pressure of a new hierarchy and it necessary to showcase their abilities and would expect regular accolades for their achievement of what were typically contracted goals. </span></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
In today’s marketplace, development projects are becoming more and more complex and the role of project management is widely appreciated. However the role has commonly changed its title to ‘construction management’, not only to differentiate between other industries who use similar names such as the software industry, but also because in general the project manager (as first referred) is employed to oversee solely the construction process. Reaching far beyond the realms of construction management, the need for investment, legal and financial considerations, partnering, project branding, market research, feasibility designs, sales campaigns and PR has grown as the industry has grown, as does the competition and conversely the profit margin which has lead to the emergence of another new role: The development consultant. </span></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
In a difficult and ever changing marketplace, the need for pre-planning is paramount to a project’s success, proven by the frequency of developments failing by not following clear ‘development/business strategies’. An initial outlay to conduct the required feasibility studies and an associated business plan can reap rewards during the construction process as the project will be designed to suit the market enabling it to sell out off-plan, provide self- investment and be completed on time and on budget. Each day a construction project is halted on site, the project cost rises exponentially which is simply avoidable by pre-planning.<br />
As my father always says, in order for the prudent man to ‘sit back to reap the rewards of a successful project, he must ‘measure twice and cut once’ </span></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><br />
</div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"></span></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><b>Let us measure for you, so that you can sit back and reap the rewards: </b> www.first-logic.com<br />
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</span></div><div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-78170611820410213442011-02-08T21:14:00.000+01:002012-11-02T10:07:22.828+01:00Would you risk your money today?<div class="separator" style="clear: both; text-align: center;">
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<span style="font-size: small;">Current owners/investors of distressed projects are desperately looking for an exit, some of them incapable to complete their projects, others seeing how their completed developments lie unoccupied and wondering how to fulfill financial obligations. From their side, banks, lenders and investors are desperate to prove to boards, shareholders and more importantly, supervision and rating agencies that they do not hold bad debt… and they dread the moment in which they will have to cover them with provisions putting additional stress in balance sheet and banking ratios.<br />
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It is no news that cash is king nowadays, and everyone with cash (BTW, anyone with cash?) will do better by keeping it safe. But until when? Aggressive investors are obsessively looking for the forerunners of economic take-off; prudent investors will not risk a penny until the recovery is really up and running and will nonchalantly let the first wave pass and will only enter after.<br />
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But, what about remodeling/ regenerating projects? <br />
Restructuring projects can be done with very little investment in remodeling. Basic configurations can be destined for alternative uses capable to generate revenue… And if revenue is predictable, banks and investors will make an effort to extend/modify the conditions. And most importantly, the project can again be reconfigured to its original destination once the economy has recovered<br />
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Regenerating projects is a win-win situation. Not much additional cash is needed and all involved will benefit. <br />
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<b>First Logic can assist you in regenerating near to completion or recently completed developments: </b>www.first-logic.com</span></div><br />
<div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-67002793557258103062011-01-27T14:00:00.008+01:002012-11-02T10:09:10.976+01:00Money, Money, Money… Where is the Money?<div style="color: #666666; font-family: Arial,Helvetica,sans-serif;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFBFHi0ejBIfq9qrR57FgjjB-coVW-JYp_uXuVlFyikETpluwN6npV9ZUfAiC8CbeNGTQVwLNhzjLJidmy7wD0BZBEaCUMC_EqEZGPZxFsvc2kxTx01bOkiQp76Xf0jBPHkMToBmt2nupt/s1600/umbrella.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFBFHi0ejBIfq9qrR57FgjjB-coVW-JYp_uXuVlFyikETpluwN6npV9ZUfAiC8CbeNGTQVwLNhzjLJidmy7wD0BZBEaCUMC_EqEZGPZxFsvc2kxTx01bOkiQp76Xf0jBPHkMToBmt2nupt/s200/umbrella.jpg" width="172" /></a><span style="color: #666666; font-family: Arial,Helvetica,sans-serif; font-size: small;">It’s not that there are not funds available… </span><br />
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<span style="font-size: small;">it is the aversion to risk! </span></div>
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<span style="font-size: small;">The IMF is actually reporting that the global economy will exceed expectations in 2011. But, whilst individual and corporate finances may be strengthening, the rebalancing of credit and investment portfolios will be ruled by an aversion to risk.</span></div>
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<span style="font-size: small;">Most funders/ bankers/ investors have been trying to reduce their exposure to real estate over the last two years, and their blood pressure skyrockets at the mere mention of another non-liquid real estate deal.</span></div>
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<span style="font-size: small;">Hotel RevPars throughout the European capitals and the major cities of the US are now recovering at levels unseen for the last two years. Yet mixed-use hotel/residential projects that have proved healthy are still experiencing major problems re/negotiating loans with only a minority capable of securing required funding. In general, the weather forecast for the hospitality, leisure and residential tourism industry still reports "frequent showers<i> </i>with intermittent storms" and so, right now, bankers will not be prepared to lend an umbrella until the industry is looking decidedly sunnier.</span></div>
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<span style="font-size: small;">So, how to attract the money?... </span></div>
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<span style="font-size: small;">We must start to bet on the duration of the production cycle. Many projects that were started in 2008 have suffered from a lack of liquidity during 2009-2010 that has resulted in a slow-down or a total halt that will only pickup once the market has fully recovered. This acts as no surprise. We have seen this stop-go situation several times in the last 30 years and the market will pick up (at reasonable levels) within the next 18 months. Therefore, some selected projects restarting now could be ready to be completed by 2012-2013 – a moment in which the market should be in full recovery. The key question is how to assure lenders/ investors that sales and revenue will be there and they will get repaid… and for this, one must go back to basics and trust in three major truths: </span><br />
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<li><span style="font-size: small;">Location, Location, Location</span></li>
<li><span style="font-size: small;">The power of the brand</span></li>
<li><span style="font-size: small;">Productivity and return</span></li>
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<span style="font-size: small;">The best product that unites the above is the Branded Residences. They attract customers with powerful brands, running with operational agreements/ condo-hotels that provide a source of revenue. Additionally, the nature of the business requires them to be in the right location.</span></div>
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<span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBkuR5B3GqS3jv5LxZ6FF7eWDrvWCoro42mtO_IYQyBTJe8BzoQJJq5tBZq9v23zD8GreAGe1hzGX1PX85Han3tE4ao8zdBruh6y3iZAPZfTXqNwkftY9CsWDIhQCsUmRdBkmXxn52sHCD/s1600/iStock_000012337744Small.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="211" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBkuR5B3GqS3jv5LxZ6FF7eWDrvWCoro42mtO_IYQyBTJe8BzoQJJq5tBZq9v23zD8GreAGe1hzGX1PX85Han3tE4ao8zdBruh6y3iZAPZfTXqNwkftY9CsWDIhQCsUmRdBkmXxn52sHCD/s320/iStock_000012337744Small.jpg" width="320" /></a></span></div>
<span style="font-size: small;">From a funder point of view, they provide a higher level of liquidity (being secured by the brand and the market niche) when compared to standard assets. But, most importantly, they grant an additional level of security by bringing a built-in source of revenue. Indeed, even if sales are sluggish in the initial stages, the operation will provide the revenue required to cover payment of at least the interests from day one.</span></div>
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<span style="font-size: small;">Hence, for Buyers and Investors, the Branded Residences concept provides overall solidity to the project. And, in the same way that the brand serves the final client and the operator, it does also attract the banker/funder as it buffers many of the risk factors.</span></div>
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<span style="font-size: small;"><i><b>First Logic understands, implements and manages the Branded Residences concept. </b></i></span></div>
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<div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-60264079207863222702011-01-19T20:59:00.006+01:002012-11-02T10:10:13.872+01:00Tunisia: riots to bring increased opportunities?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhH1BOUKILFd5fX90N_pIID7XW0Z1ijx-yGr1jHEfbEQ0Aar9l6nmBtbZfNwhISalaDXZ-4hyEPP_32B4jBatBOCntpJSIV9v9pAZqShESyIf3dpug1gVBQ6oNKyPiFGqhHAN0btqqGLAd5/s1600/APTOPIX_Tunisia_Riots__skeyserkcstar.com_9.standalone.prod_affiliate.81.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhH1BOUKILFd5fX90N_pIID7XW0Z1ijx-yGr1jHEfbEQ0Aar9l6nmBtbZfNwhISalaDXZ-4hyEPP_32B4jBatBOCntpJSIV9v9pAZqShESyIf3dpug1gVBQ6oNKyPiFGqhHAN0btqqGLAd5/s320/APTOPIX_Tunisia_Riots__skeyserkcstar.com_9.standalone.prod_affiliate.81.jpg" width="320" /></a></div>
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;"><span style="color: #666666;">After 23 years of rule, Tunisian President, Zine al-Abidine Ben Ali, has been ousted. The unrest was instigated by a single protester who set himself on fire following the confiscation of his stock (police claimed that he had been selling vegetables without a license). Whilst this seems an extreme response to unwarranted police rule, the Tunisian people have been driven to desperate actions due to, amongst other things, a crisis of unemployment. Job opportunities in Tunisia have been slashed due to structural reforms and the country's free-market policies.</span><br style="color: #666666;" /><br style="color: #666666;" /><span style="color: #666666;">Much of the world has been protected from the inequalities in Tunisia. The popular tourism destination reported a total of $US 3 million receipts in 2010. It possesses a pleasant Mediterranean climate, beautiful beaches and historic architecture. So, with tourists fleeing and incoming flights being cancelled for the foreseeable future (the Foreign Office advises against anything other than essential travel) will the riots bring more or less opportunities? </span><br style="color: #666666;" /><span style="color: #666666;">Whilst real growth has slowed in Tunisia over recent years due to a decrease in European import demand, in general the economy has proved to be stable. World Bank recently predicted a GDP rise of 4.8% for 2011, but this now seems less likely.</span></span><br />
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;"><span style="color: #666666;"> </span><br style="color: #666666;" /><span style="color: #666666;"> Obviously this is not the first time that a tourism destination has been hit by internal conflict. The riots in Greece last year saw costly widespread damages and business relocations. And the adverse effects of the LA riots back in 1992 amounted to nearly US$4 billion. Any signs of violence also lead to an increase in the risk rating which influences lower rates.</span></span><br />
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;"><span style="color: #666666;"> </span><br style="color: #666666;" /><span style="color: #666666;"> However, in 2009, it was forecast that the Thai tourism market would shed 200,000 jobs following street battles in Bangkok – having an almost immediate impact on the property industry. But the withdrawal of the transfer fee, stamp duty and business tax exemptions helped to see property prices in Bangkok increase during 2010 and tourism receipts continue to rise.</span></span><br />
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;"><span style="color: #666666;"> </span><br style="color: #666666;" /><span style="color: #666666;"> It does indeed seem that the promise of sunshine is a good remedy for the fright of domestic unrest but any negative factors in such a competitive market cannot be overlooked. Tunisia’s ultimate strength may be in the spirit of its citizens who are certainly gathering much international support. President Obama states “I applaud the courage and dignity of the Tunisian people. [I urge] the Tunisian government to respect human rights, and to hold free and fair elections in the near future that reflect the true will and aspirations of the Tunisian people” He continues by saying “I have no doubt that Tunisia's future will be brighter if it is guided by the voices of the Tunisian people.”</span></span><br />
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;"><br style="color: #666666;" /><span style="color: #666666;"><i><b> First Logic applies sound research and market analysis to create projects that benefit the investor and the surrounding community</b></i> www.first-logic.com </span></span><br />
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<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;"><span style="color: #666666;"><b> </b></span></span><div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-8660322229104554852011-01-17T16:32:00.009+01:002012-11-02T10:11:07.861+01:00Brazil: A season for thought<div style="font-family: Arial,Helvetica,sans-serif;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggvlumaEYIVmruwGy8DWt1u-Ib1MOyUdFI-0sQObvcObrqFSuf4LTv-P_zNEDiJkiNVGjUiLuqowBhirBDEySIxnvNsyluBrh24LHf83RyStfoTQ8zG9tGiJNZRHItYyhbm6cYcWuDevEv/s1600/Map-Brazil.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><span style="font-size: small;">Brazil is a compelling option for anyone considering investments in emerging markets. It is South America's largest economy and it is still reporting steady growth with ADR on the increase. </span><br />
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<span style="font-size: small;">Overall, Brazil has an enviable array of resources, including agricultural commodities, such as soy, sugar-cane and coffee, huge mineral reserves, major energy reserves (in classical oil & gas but also in non-traditional hydrocarbons), it has a great internal market soon reaching 200M with a huge expansion of middle classes … and in addition, it has world renowned beaches – a key factor for most international investments. </span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjj7CjOZ2dQjboyyjC7KBrVv9wr2netPQ03YbR-KCjDhdrufZwtDOt5SJJGpfzGdn4X6rY46VXxrGa-fb56c2lNubIPbviQi_D8SBflHK86urbWQPhIKw022tQnxhiECTJWUOyur8PMNu68/s1600/Map-Brazil.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="294" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjj7CjOZ2dQjboyyjC7KBrVv9wr2netPQ03YbR-KCjDhdrufZwtDOt5SJJGpfzGdn4X6rY46VXxrGa-fb56c2lNubIPbviQi_D8SBflHK86urbWQPhIKw022tQnxhiECTJWUOyur8PMNu68/s320/Map-Brazil.jpg" width="320" /></a></div>
<span style="font-size: small;">These beachside locations can be divided into three distinct areas…</span><br />
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<span style="font-size: small;">The Northeast is widely known as a destination for European sun-seeking holidaymakers (Natal, Recife, etc). But, although it benefits from a year-round benign climate – with no hurricane season – it tends to compete with consolidated markets such as the Caribbean, Pacific Mexico and the Mayan Riviera where there may be a language affinity and/or shorter flight-time. </span><br />
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<span style="font-size: small;">Central Brazil includes the more characterized destinations, such as Rio de Janeiro. But from a sun-worshipping point of view, the weather is unreliable as Summer has a tendency to be rainy and murky and Winters can be cool. </span><br />
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<span style="font-size: small;">Further south, Brazil has some fantastic spots, such as the State of Santa Catarina. The region, as a whole, has great appeal for South Americans and Brazilians who flock to locations such as "Floripa" (the capital of Santa Catarina Island) for summer holidays.</span><br />
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Santa Catarina Island includes fantastic beaches, a variety of good hotels, niche attractions (outstanding surf spots) and beautiful colonial villages built by Azorean immigrants. In addition, it also offers remarkable grounds for nautical tourism and acts as a natural stopover for cruisers going both north and south, offering sheltered waters in natural bays and well equipped marinas. Whilst investments in Santa Catarina have proven to be highly profitable for the local investor (capable of using capacity during the low season), the short season has proven to be difficult for international chains (weather is only reliable 3 months a year).</span><br />
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The best of both worlds is undoubtedly found in the coast of Bahia State, benefiting from the continually pleasant Northeastern weather. The beaches are beautiful & immaculate with opalescent waters. Most importantly, Bahia State is among the few world locations that enables year-round tourism as it is accessible for both North & South originating markets: European and North American visitors who looking for a sunny and exotic destination for year end or winter breaks as well as South American visitors in their winter/spring break (June - August).</span><br />
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The capital of Salvador is Brazil’s 3rd largest city and plays host to numerous historic & cultural attractions with a World Cultural heritage centre and annual Carnival festivities. The south opens to All Saints bay reuniting a large area of sheltered water with predictable winds ideal for all nautical sports. Close to Salvador, there are well know operational resorts (Praia do Forte, Costa Sauipe,) as well as in the inner bay (though Itaparica is due an upgrade)…and there is still a lot to come: for example, Ilha de Cajaiba within All Saints Bay and Indias Galantes. </span><br />
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<i>First Logic has assisted tourist destinations in Brazil, Morocco, Middle East & the Caribbean in the market assessment; pre-feasability studies; master planning; successful licensing processes; hotel management agreements with 1st rank hotel chains; implementation, design & marketing of branded residences; finance & funding and overall evaluation & implementation of monitoring systems.</i></span><br />
<i><span style="font-size: small;"><br />
We can help you to analyze your investment and to prove to funders, financers, investors & buyers that their investments have limited risk and significant profit potential</span></i><br />
<span style="font-size: small;"><b><i><br />
Ensure that your investments have limited risk and significant profit potential. </i></b><i>www.first-logic.com</i><br />
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<div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-358034894257770202011-01-04T20:01:00.006+01:002012-11-02T10:12:24.133+01:00Are we ready to face the emerging markets again?<div style="color: #666666; font-family: Arial,Helvetica,sans-serif;">
<span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqXsrDhx5oxxQlR0exTL8WSAukFPQXyaRC-T_vTiekOHZL4wn0ESEGVoxTSZZmiHhnXAmAGN-MapUr4frpygQm0vtFTk8TPnsThFmvDvtZXgIk42VjluMcUR5MrOj9Mz44tRfBpJnUfyjd/s1600/images.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqXsrDhx5oxxQlR0exTL8WSAukFPQXyaRC-T_vTiekOHZL4wn0ESEGVoxTSZZmiHhnXAmAGN-MapUr4frpygQm0vtFTk8TPnsThFmvDvtZXgIk42VjluMcUR5MrOj9Mz44tRfBpJnUfyjd/s1600/images.jpg" /></a></span><span style="font-size: small;">A decade ago there was a new hype about investing in “emerging markets”. And over the following years it seemed that everybody with a healthy savings fund was in the process of building a “property portfolio” that included worldwide destinations as varied as Bulgaria, Northern Cyprus and Thailand. Dr Nandu Narayanan, Manager of the C.I. Emerging Markets Fund was quoted as saying “Fundamentally, there are many positive issues: Values are exceptional, some of the best growth and earnings stories in the world exist in the Emerging Markets and even the liquidity is reasonable.” But in his interview with Jim Yih (dated 2001) he continues by saying “the emerging markets are like roach hotels . . . it's pretty easy to get in but when everyone else is trying to get out, it is near impossible to do so."</span><br />
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However, whilst there are some investors who will now remain forever shy of the property industry aside from a safe 2-up, 2-down in a good catchment area, 2010 did start to hear a faint hum of renewed interest for the less developed nations.</span><br />
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Fund Managers at a Reuters summit recently picked emerging markets as a top bet for next year, predicting good returns thanks to fast growth. Many eyes are looking toward Latin America and the “Powerhouse” of Brazil that continues to develop, relatively unscathed by global difficulties. But Brazil presents a good example of a country with plentiful opportunity if the right project is selected (such as the Amazones, Chapada Diamantina), or, adversely, ample risk if investments are misinformed.</span><br />
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Whilst many of the construction cranes that used to be firmly pointed at the Middle East are currently directed at India (having positive indicators from 2010 with a 12.4 percent rise) its future potential is limited due to a mostly domestic-driven market. However, UBS analysts suggest Taiwan as a place to put the clever money thanks to a low market evaluation and heavy exposure to technologies.</span><br />
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The speculative opportunities of Africa are also being considered due to rich resources and good links with the East.</span><br />
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In general, emerging markets are a cyclical affair. There are always booms and so, in balance, there will always be a degree of bust. The key to a successful investment is timing and, equally importantly, to determine a sound strategy that also protects against potential market downturn.</span><br />
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<span style="font-size: small;"><b>We can help to build a strategic property portfolio </b>www.first-logic.com</span><br /><br />
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<div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-52371306816215564562010-12-15T10:03:00.003+01:002012-03-02T14:24:39.777+01:00New media, Old-skool discipline<div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">I am a media professional – and I am an addict. I would happily spend some hours pouring over the Apple website, absorbing Steve Jobs’ latest keynote speech. And I have spent many a precious moment bouncing across the office following the discovery of a new Creative Suite tool that provides a texturing effect that you will most likely never need. And I have experienced too many long evenings with the bedside light still glowing bright, as I devour yet another guide to “essential marketing” which relays more or less the same information as every other guide to “essential marketing”, yet it still cheers me to see that we are all in agreement.</span></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">I have been working within the media industry since I was 18. Therefore I feel that it is as much a part of me as my vital organs (I am equally fond of both). However, this innate adoration does not come without the bi-product of some griping at the seemingly lackadaisical attitude to today’s accessible marketing tools. </span></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">I still believe that every item of printed artwork should be thoroughly spell-checked, colour proofed and beautifully presented on a carefully chosen paper. I grieve for the process of yester-year that allowed time for thorough client approval, a CMYK review and cromalin reference. Websites should, indeed, have a wow-factor that makes the most of all the best technical advances, but you should also be able to navigate from one page to another without an honours degree. And whilst I am a number 1 fan of social media, I do wish that the majority of the world’s population had more interesting things to report than the contents of their breakfast or the 5-day weather forecast.</span></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">There is a science to media and marketing that is a skilled combination of art and psychology. I embrace the fact that with the continuing emersion of the internet and all that it provides, we can all be part of this very exciting world. But, it is important to remember that about half of coca-cola’s value is due to its brand strengths not simply its market capital. And Google’s brand value did not grow 36% in 2010 by simply being a functional search engine. </span></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><b><span style="font-size: small;">We can increase your brand value www.first-logic.com</span></b></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">Text: Jenny Seed</span></div><div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-45145952142099161642010-11-24T09:24:00.006+01:002012-03-02T14:24:39.779+01:00Dubai, Due credit<div style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span lang="ES-TRAD" style="font-size: small;">For a city that has been built on superlatives, it seems absurd to suggest that it is often under-estimated. Dubai plays host to the biggest, the tallest, the longest, and the largest of just about everything. It has golf, shopping, marinas, ski, spas, hotels and so very much more. The developmental creativity is mind-boggling and, with this in mind, it is of no surprise that it is often referred to as the “Las Vegas of the Middle East”. But this definition goes only a small way to describe all that Dubai has to offer. </span></div><div class="MsoNormal" style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div class="MsoNormal" style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4I5CCdJnT2UILh3ZOTDcBYbehIYh4V-WGs-LoiQBAOrhpIWMhN_wcJ8eO_fsArxT_wOTZMVhhT-iL3rmELUxW24oZOuXk8sEMhyphenhyphenqJMHFoImokLUY8hNHqJNgs0bOaSvr_dvhVsImEsrcl/s1600/khalifa.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4I5CCdJnT2UILh3ZOTDcBYbehIYh4V-WGs-LoiQBAOrhpIWMhN_wcJ8eO_fsArxT_wOTZMVhhT-iL3rmELUxW24oZOuXk8sEMhyphenhyphenqJMHFoImokLUY8hNHqJNgs0bOaSvr_dvhVsImEsrcl/s320/khalifa.jpg" width="162" /></a><span lang="ES-TRAD" style="font-size: small;">Dubai is a modern metropolis that only 10 years ago had a population of 863,000. Today that figure has more than doubled to 1.87 million. It is internationally aclaimed for all of the aforementioned feats (and fears) of construction and tourism numbers see no sign of dropping off. Dubai has grown from being a settlement, known mostly for pearl trading, to become a major business hub. Many reaped the rewards of six grand years of boom before the crash of 2009 - the scale of which it seems only a city so used to such excess could achieve. </span></div><div class="MsoNormal" style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div class="MsoNormal" style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"></span><span lang="ES-TRAD" style="font-size: small;">Today, much of the world seems happy to believe that the property market of Dubai remains on its knees (indeed, even Nakheel has reported a mass oversupply of residential properties that will take 5 years to resolve) and it cannot be denied that many a businessman has been burnt (if not thoroughly cremated) thanks to some recent turbulent economics. But that does not take into account the resilience of a destination that still possesses so much untapped potential. Whilst there may still be echoes of past agonies, it should not be overlooked that whilst the emergence of Dubai was rapid, it was not without forethought and discipline. The architects that created these masterpieces of construction were the some most talented of their time. Between the years of 2001 and 2006, Dubai managed to enjoy the highest rates of gross domestic product growth in the World. Exports grew by an astounding average of more than 28% annually from 2003 until 2008. And social factors have not been overlooked with education and healthcare services still continuing to improve.</span></div><div class="MsoNormal" style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div class="MsoNormal" style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span lang="ES-TRAD" style="font-size: small;">I encourage anyone to take a journey on an arba around the lakes of the Madinat and be awed. And I doubt that there are few moments as inspiring as watching the waters leap to music at the foot of the Burj Khalifa. </span></div><div class="MsoNormal" style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div class="MsoNormal" style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span lang="ES-TRAD" style="font-size: small;">It seems to be a part of human nature to look to the past for examples of beauty and architectural expertise. Where Dubai is concerned, perhaps we should take some confidence and look to the future.</span></div><div class="MsoNormal" style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div class="MsoNormal" style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><b><span lang="ES-TRAD">We can help you to realise the potential of your International property investment <a href="http://www.first-logic.com/">www.first-logic.com</a></span></b></span></div><div class="MsoNormal" style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;"><br />
</span></div><div class="MsoNormal" style="color: #666666; font-family: Arial,Helvetica,sans-serif;"><span lang="ES-TRAD" style="font-size: small;">Text: Jenny Seed </span></div><div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-10971442617993404332010-11-19T16:27:00.008+01:002012-11-02T10:16:21.751+01:00Stand out from the crowd<div style="color: #666666; font-family: Arial,Helvetica,sans-serif;">
<span class="entry-content" style="font-size: small;"><b><u><span style="line-height: 115%;">"Imagination is more important than knowledge." - Albert Einstein</span></u></b></span></div>
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<span style="font-size: small; line-height: 115%;">In order to compete in an ever increasingly difficult marketplace, it is essential to stand out from the crowd. It is not a matter of providing sound knowledge or varied experience, it is being able to to <u>use and implement</u> these capabilities to <u>create something unique, innovative and exciting</u> for your client and your buyers. </span></div>
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<span style="font-size: small; line-height: 115%;">The world of development will always be an inherently competitive one and finding a niche in your own particular market which people will find irresistible, is the key to project’s success. Having content is taken as a given of course, but unless the concept idea is right, no-one will invest either their time or money with you. </span></div>
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<span style="font-size: small; line-height: 115%;">And it is the simplest ideas (behind which lies a wealth of design, research, planning, and market know-how) which are rewarded <u>when you do get it right </u>and leave your competitors for dust…</span></div>
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<span style="font-size: small;"><b>Aleksandr the Meerkat is set to outsell former PM Tony Blair and ex-glamour model Katie Price when his autobiography is published this week.</b></span></div>
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<span style="font-size: small;"><i>Amazon.co.uk says pre-sale orders of A Simples Life - My Life And Times are <b><u>165% ahead</u>,</b> putting the amazing meerkat on track for a best-selling book.</i></span></div>
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<span style="font-size: small;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIH8ZQgACfAyMYdvzkgevPPc-K8_FpeGv54wrcMOqzC5bH0xe_loqpX8SxJ_5GhN7hxn380j2q65ERMAA9o8VGfBOSOc8AEebCLSTTv4a7AtYsOB5vDLq3cgcgI0HjWe1IPvbkmJFkULaD/s1600/Meerkat.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="192" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIH8ZQgACfAyMYdvzkgevPPc-K8_FpeGv54wrcMOqzC5bH0xe_loqpX8SxJ_5GhN7hxn380j2q65ERMAA9o8VGfBOSOc8AEebCLSTTv4a7AtYsOB5vDLq3cgcgI0HjWe1IPvbkmJFkULaD/s320/Meerkat.jpg" width="320" /></a></span></div>
<span style="font-size: small;"><i>Competitors have paled into insignificance compared with demand for the magnificently fictitious spin-off meerkat character.</i></span></div>
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<span style="font-size: small;"><i>The character, thought up by the VCCP advertising agency for the online insurance comparison website : </i><i>comparethemeerkat.com, </i><i>has now taken on a life of his own. </i><i>Speaking exclusively to Sky News Online, the Moscow-based meerkat said: "My story of struggles, successes and Sergei is the greatest, most thrillsy book ever written by a meerkat in the bath. With this book, I am hope to inspire the next generation of young businesskats. And with royalties I am hope to re-marble.”</i></span></div>
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<span style="font-size: small;"><b><span style="letter-spacing: 2pt; line-height: 115%;">AND INSPIRE HE HAS! </span></b></span></div>
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<span style="font-size: small;"><b><span style="line-height: 115%;">Recognizing the strength of this branding campaign and an opening in the market, was a stroke of development genius which must be applauded and can only be concluded by the kat himself… <u>‘Simples’</u> </span></b></span></div>
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<b><span style="font-family: Arial,Helvetica,sans-serif; font-size: small;"><span style="line-height: 115%;">Be inspired: </span><a href="http://www.first-logic.com/" style="color: #666666;"><span style="line-height: 115%;">www.first-logic.com</span></a></span></b><span style="font-size: small; line-height: 115%;"> </span></div>
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<div class="blogger-post-footer"><script type="text/javascript" src="http://platform.linkedin.com/in.js"></script><script type="in/share"></script></div>First Logic Consultinghttp://www.blogger.com/profile/06468438348592289358noreply@blogger.com0tag:blogger.com,1999:blog-5845761106786230126.post-71010016445059414222010-11-19T13:55:00.011+01:002012-11-02T10:18:42.291+01:00The power of rebranding<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzgw7qCMmezqCDx3EmIUFye5tYLK2MhQvt0zczxW1t0sDFsQ2I0Z_GGBCMjeybViWQEcMXY4h2YBFGHvLnyJH17lrLuoY5soVhXINqURDo0xTJZSFyJ2BRVmpOP13GN0x7Y802r-LqS3ak/s1600/Dome.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzgw7qCMmezqCDx3EmIUFye5tYLK2MhQvt0zczxW1t0sDFsQ2I0Z_GGBCMjeybViWQEcMXY4h2YBFGHvLnyJH17lrLuoY5soVhXINqURDo0xTJZSFyJ2BRVmpOP13GN0x7Y802r-LqS3ak/s1600/Dome.jpg" /></a></div>
<span style="font-family: Arial,Helvetica,sans-serif; font-size: small;"><span style="color: #666666;">The Millennium Dome, often referred to as The Dome, was originally constructed to celebrate the arrival of the third millennium in the year 2000. However within one year of construction, lack of foresight turned this iconic London project into a National failure as the dome lay uninhabitable until five years later when visionary rebranding changed its fortune far in excess of even its initial success.</span><span style="color: #666666;"></span><br style="color: #666666;" /><br style="color: #666666;" /><span style="color: #666666;">The Dome is the largest structure of its type in the world (designed by Sir Richard Rogers and engineered by Buro Happold) and the project included the reclamation of the Greenwich Peninsula - land that was previously contaminated by toxic waste meaning that the regeneration works were seen as an investment to benefit the whole city.</span><br style="color: #666666;" /><br style="color: #666666;" /><span style="color: #666666;">In the mid 1990's, the original concept for the millenium development were designed on a much smaller scale. In 1997 however, the incoming Labour government expanded the project size. Tony Blair claimed that the Dome would be "a triumph of confidence over cynicism, boldness over blandness, excellence over mediocrity". However even during the first year, it became clear that the project had been badly thought out and badly executed. The Dome / New Millenium Experience entered into Liquidation to the sum of £789 million.</span><br style="color: #666666;" /><br style="color: #666666;" /><span style="color: #666666;">In 2001 the site was sold to Anshutz who developed a plan for an entertainment complex with designers HOK SVE and the original project engineers, Buro Happold to a cost of over £600 million. As a key factor of this transition, Anschutz devised a complete rebranding of the project in association with O2 plc. The dome was publicly renamed The O2 Arena in May 2005, in a £6 million-per-year dea.</span><br style="color: #666666;" /><br style="color: #666666;" /><span style="color: #666666;">Today, with a capacity of 23,000, it is one of the largest indoor arenas in Europe. It has become the ultimate award-winning venue for music, comedy, entertainment, sporting events, ice shows and national public celebrations. And despite being open for only seven months of the year, the venue In 2008 , exceeded sales of over 2 million, taking the crown as the ‘World's Busiest Arena’ from 7-times winners the MEN Arena, later featured in the Guinness World Records for the largest audience for a comedy show in 2008. The awards continue to come as the arena was named 'World's Best Venue' by Pollstar in 2009 and "Live Music Venue of the Year" in 2010 London Lifestyle Awards.</span><br style="color: #666666;" /><br style="color: #666666;" /><span style="color: #666666;">And this year, this rebranded arena has received Britain’s highest accolade as it has been announced that it shall share in the hosting of the 2012 Summer Olympics. </span><br style="color: #666666;" /><span style="color: #666666;"> </span><br style="color: #666666;" /><span style="color: #666666;"><b>Rebrand your company for sustainable success: </b>www.first-logic.com</span></span><br />
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