Charles Doyle, JLL’s global Chief Marketing and Communications Officer discusses the transformation and globalization of the JLL brand.
In the article written for Professional Marketing magazine, Charles Doyle discusses the JLL name shortening last year and the influence of the global market in the decision. Doyle specifically nods to China, a country which is quickly on its way to becoming the world’s largest economy and property market. “The accompanying use of red, enlargement of the logo symbol and dropping of the strapline are all ways of demonstrating that the business and its 60,000 staff are thinking more globally in how they present the JLL brand.”
Doyle also goes on to discusses the concept of JLL culture, explaining that the company’s ability to collaborate and adapt has become a clear differentiator within our industry. He adds, “For globalization, you must share expertise in order to make yourself more efficient.” The strategic role of the marketing team (which includes 450 marketing and 350 research professionals globally) is to find “common themes” and to “help people get through change” by building bonds and adapting to different cultures.
To learn more, read the full article here.