Posted Jul 4, 2014, 9:19 PM
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Join Date: Jul 2001
Location: Vancouver
Posts: 38,229
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http://www.biv.com/article/20140701/...brand-strength
Quote:
Towers of brand strength
By Glen Korstrom
Tue Jul 1, 2014 12:01am PST
Executives at MNP LLP's Vancouver office were at first reluctant to have their firm's brand on one of Vancouver's new office towers.
The firm, which has added 123 more accountants in the past year and is No. 4 on Business in Vancouver's list of biggest accounting firms in B.C., is best known for serving mid-sized businesses as clients.
They feared that putting the company's brand on a 35-floor tower might change that perception, explained MNP's regional managing partner of advisory services, Mackenzie Kyle.
“We didn't want people to think that we're moving out of the market niche that we're focused on,” Kyle told BIV. “We didn't want our clients to think, ‘Hey, there's a big-city firm for purely big companies.'”
In the end, the firm's decision- makers realized that it would be careless to let an opportunity slip by to increase exposure for the brand.
They inked a deal to lease seven floors, with an option for two more, at Oxford Properties' 270,000-square-foot tower at 1021 West Hastings Street, which is slated to be complete by June 2015.
MNP's brand will adorn a pillar outside the building, but there will be no signage at the top because that would mar the look of the sleek and curved design, said Oxford's director of leasing, Chuck We.
Having the tower branded the MNP Tower did not cost anything extra. The branding perk simply came as part of the leasing package for being the structure's first and largest tenant.
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http://www.biv.com/article/20140701/...brand-strength
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