MARKE STEINER

THE REAL ESTATE BRAND BLOG

Harald Steiner

CEO / European Real Estate Brand Institute

About me and the journey to becoming a brand

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#23

shortage of skilled workers

shortage of skilled workers

15.04.21
Imagine you want to build or renovate a house, but you can’t find a builder, an architect or a handyman. Well, you’d be in precisely the same situation as the real estate...
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#22

Adios Greenwashing

Adios Greenwashing

01.04.21
Given the unmistakable conclusions drawn by major studies and surveys in recent years, you don’t have to be a fortune teller to make the following prediction: sustainability is...
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#21

Just 4 Steps

Just 4 Steps

18.03.21
Ever had the feeling that people have simply forgotten about you? What can be an unpleasant feeling for a private person is a marketing disaster for a company. If you are no...
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#20

loyalty crisis

loyalty crisis

04.03.21
According to a McKinsey study, 78 per cent of U.S. consumers and 65 per cent of German consumers have switched stores, brands or the way they shop because of the pandemic in 2020....
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#19

Team Sports

Team Sports

18.02.21
Before a new season or major tournament gets underway, elite athletes always say pretty much the same thing whenever a journalist asks how they rate their chances of success:...
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#18

Crisis for Winners

Crisis for Winners

04.02.21
There are winners and losers in every crisis. And right now, the Covid-19 pandemic is providing an object lesson in separating the wheat from the chaff. If you want to see this...
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#17

Visibility

Visibility

21.01.21
Elon Musk, the main focus of my blog on brand capitalisation, is a perfect fit for my latest topic. The news hit just a few days ago: With an estimated personal fortune of $188...
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#16

Brand capitalisation

Brand capitalisation

07.01.21
Imagine two car companies. Company A sold eleven million new vehicles around the world last year and its sales figures are rising year on year. Company B sold 367,500 cars in the...
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#15

REVIEW INSIGHT OUTLOOK

REVIEW INSIGHT OUTLOOK

04.01.21
An extraordinary year is drawing to a close: 2020 will most likely be remembered by us all as the historic year when Covid-19 struck the world. A year that became a real test of...
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#14

Experts trusting experts

Experts trusting experts

18.12.20
Question. Who are you more likely to trust? Company A, which tries to lure you into their stores with unbeatably low prices in the middle of the pandemic (assuming the area you...
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#13

MARKETING – Return on Investment

MARKETING – Return on Investment

02.12.20
I would like to start this blog by inviting you, dear reader, to help me conduct a little experiment. Do you think you can guess a brand from just three little words? Let’s give...
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#12

Customer Journey – The world of brand relationships

Customer Journey – The world of brand relationships

19.11.20
Have you ever heard of Singles’ Day? It was initiated at the University of Nanjing in China, which in 1993 chose 11 November (each number 1 symbolises a single) as the day when...
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#11

The moral of the story

The moral of the story

05.11.20
“Das ist die perfekte Welle. Das ist der perfekte Tag. Lass dich einfach von ihr tragen. Denk am besten gar nicht nach.” (“This is the perfect wave. This is the perfect day....
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#10

CEO – FACE, BRAND, RESPONSIBILITY

CEO – FACE, BRAND, RESPONSIBILITY

22.10.20
“If you want to build a ship, don’t drum up the men to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea”: Antoine de...
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#9

Just do it

Just do it

08.10.20
I know, it‘s not the done thing. But I have to do it. I have to ask you a somewhat political, but above all deeply personal question. A question that makes it clear to me where...
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#8

Transformation _ Guiding Your Journey, Part 2

Transformation _ Guiding Your Journey, Part 2

24.09.20
Announcement: "Dear passengers, I would like to welcome you aboard the transformation express en route to corporate success. We are delighted that you have chosen to join us on...
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#7

Transformation – Guiding Your Journey, Part 1

Transformation – Guiding Your Journey, Part 1

10.09.20
Consider the following: You know you need to get away from familiar surroundings and explore new horizons. You know that same routine day in, day out has started to paralyze you...
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#6

Success without data? Mission impossible

Success without data? Mission impossible

27.08.20
Any group contains outstanding performers. Some always exceed expectations and a select few rise above everyone else. This is particularly evident where performance is measurable...
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#5

BRANDS QUESTION Disruption or Evolution?

BRANDS QUESTION Disruption or Evolution?

13.08.20
Underexposed film “You press the button, we’ll do the rest.” That was the advertising slogan used by company founder George Eastman in 1888 to promote his first Kodak...
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#4

ESG – What else …?

ESG – What else …?

30.07.20
Speechless “Just between the two of us, when I see ESG, I sometimes think to myself: Elites See Green,” confessed the smiling, full-time project manager for a prominent German...
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#3

Why it is not enough to bounce back from a crisis

Why it is not enough to bounce back from a crisis

16.07.20
Let’s start with a little experiment: Close your eyes (but not until you’ve finished this paragraph) and imagine a serious personal and/or professional crisis. Then, in your...
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#2

The perfect moment for Employer Branding

The perfect moment for Employer Branding

02.07.20
At the end of March, as the corona crisis was nearing its peak, the managing director of a medium-sized Berlin real estate agency had what he thought was a brilliant idea. He...
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#1

New dimensions, internal paradigm shift

New dimensions, internal paradigm shift

02.07.20
A flash poll of 50 investor relations (IR) managers working for listed real estate companies in  Germany revealed that almost 30 had not yet addressed Covid-19 in any of their IR...
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