After three centuries of making Sotheby’s synonymous with the sale of valuable possessions, the venerable brand’s owners decided it was time to make Sotheby’s the leading name in the sale of the homes where those possessions reside. The name – nothing else, just that single word – was the starting point from which they asked RBMM to create a comprehensive brand strategy.
Not least of the challenges was developing a plan for integrating established local real estate brokerages with the power of the Sotheby’s brand. Starting with three offices, Sotheby’s International Realty to date has employed our strategy to expand to a global network of affiliates, “curators” of the world’s most sought-after properties. |
