The ICSC Blog

May 22, 2014
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The Three Secrets to Marketing Mixed-Used Developments Successfully

By: Rodrigo Lopez, Chief Creative Officer, Neoscape Mixed-use real estate developments have never been more popular because of the proven success that can arise out of combining housing, retail and office space. But they can be a challenge to market. There are often at least three distinct audiences: people who want to buy or rent…

May 21, 2014
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Why brand storytelling needs to evolve for the mobile age

By: Rodrigo Lopez, Chief Creative Officer, Neoscape The chief marketing officer of a Fortune 500 company was pleased with the company’s re-brand. There was a new logo, font and tagline, a new website and, of course, a new story about their “new and improved product.” It all looked great on the storyboards in the conference…

May 19, 2014
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3 Ways to brand a luxury building

By: Rodrigo Lopez, Chief Creative Officer, Neoscape Luxury is an overused marketing term, especially when it comes to real estate. Is there any property today that does not have luxury finishes or offer a luxury brand or luxury shopping experience as its core message? What makes luxury, luxury? When the market is saturated with the…