DEXUS
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Insight: Rename and launch a new brand for DB RREEF, Australia’s third largest Property Group – as DEXUS Property Group.
Relevance: Following an extensive strategic planning and research programme by both DB RREEF and Adcorp the DEXUS brand was born. The name was to herald a new era in the company’s history and had to be easily accepted by both institutional and private investors. Most importantly the whole re-branding process had to be completed in commercial confidence with only a handful of Adcorp and DB RREEF management being aware of the activity.
Results: DEXUS was successfully launched 21 February 2008. The new branding was rolled out to all offices, over 200 buildings, 14 shopping centres, corporate communications tools, staff communications and packs, stationery, plus national print and web advertising and signage.