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Where You Do Business Matters: More Than a Slogan

By David Callahan

A great company “tagline” is a succinct catchphrase that sums up a business model or sends a memorable message. A well-crafted tagline, or slogan, helps describe a company’s purpose to its target audience. The best taglines are clear and concise, while evoking some type of strong feeling or emotion.

Here are some slogans you’ll recognize:

  • Just Do It (Nike)
  • The Ultimate Driving Machine (BMW)
  • I’m Lovin’ It (McDonald’s)
  • Like a Good Neighbor, State Farm is There (State Farm)
  • The Few. The Proud. The Marines. (U.S. Marines)

At Hughes Marino, we stand by our slogan: Because Where You Do Business Matters.

We have a target audience and we go to great lengths to make sure that potential customers understand that we care about their business.

Anyone who has worked with us in the past, and continues to work with us, understands how much pride we take in helping companies find the right setting for their business. For those we have not reached yet, that’s the message we want to come across. We care about your business. You care about your business. Now let’s find the right place (for you) to conduct business.

This can mean different things to different people.

I remember coming out of college and not necessarily placing much emphasis on my work environment. Maybe it was because I heard someone who I respected say, “Just give me a phone and a desk and I’ll be fine.” That sounded cool at the time. Well, times have certainly changed for me and many others.

Companies today place more of an emphasis on the workplace. That doesn’t mean that they are filling their offices with pool tables, beanbags and beer taps. Wait a second…yes, they are! But, successful companies realize that the work environment means so much more than that.

For example, location matters for business drivers such as recruitment and retention. The design of the space matters when it comes to fostering collaboration and camaraderie while balancing the need for privacy and focused work time. Of course, the overall occupancy cost associated with the workplace matters to the bottom line and cannot be ignored. There is an art to finding that balance.

“Where You Do Business Matters” has taken on a whole new meaning due to advancements in technology. Can you believe that it’s been 10 years since the debut of the iPhone? Real estate strategies have changed dramatically in order to accommodate and embrace a mobile workforce.

Can you imagine going to a Starbucks and having a barista come over and say, “Excuse me. You’ve been sitting at this table for over an hour and other customers need to use this table to drink their coffee.” Nope. Not happening. But, does that same person taking up space at Starbucks need a private office in a Class A high-rise? Maybe, maybe not. However, it’s an example of the type of question that needs to be asked by business leaders prior to making their next workplace decision.

Why? Simple: Because Where You Do Business Matters. And that’s more than just a tagline.

David Callahan is senior vice president at Hughes Marino, an award-winning commercial real estate company specializing in tenant representation and building purchases with offices in San Diego, Orange County, Los Angeles, San Francisco, Silicon Valley and Seattle. Contact David at 1-844-NO-CONFLICT or david.callahan@hughesmarino.com to learn more.



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