October 26, 2020
Earlier this month, Newmark Group Inc. announced the latest evolution in the 91-year-old, New York-bred services firm’s history: a formal rebranding to “Newmark.” More than simply a name change, the rebrand highlights a brand strategy and visual expression that reflect the company’s vision (a process that Connect Media’s Connect Creative platform knows well). Following the announcement, we followed up with Newmark CEO Barry Gosin for insights into what led to the rebrand.
Q: What were the drivers behind the rebranding, and what does it convey that is especially important in defining the Newmark platform for the market?
A: Our primary impetus for establishing a new brand was to outwardly reflect the organization that we’ve become: a world leader in commercial real estate services on the forefront of industry trends, with a progressive, stand-out industry culture. Newmark’s rapid growth and evolution demands a brand that reflects the innovative vision of the company. Aesthetically and from a messaging standpoint, Newmark has caught up to the foundational values we’ve cultivated: a fair, equitable company infrastructure; problem-solving based on the human experience – not just the physical asset; and focusing on depth of expertise over physical footprint.
Q: The rebranding is being introduced at an especially uncertain and in many ways unprecedented time. Did this seem to be opportune circumstances to make a statement, and what is the message that the rebranding is conveying by being introduced at such a time?
A: The truth is that the start of our rebrand process predated COVID-19 and has unfolded independently of the crisis. Coincidentally, the timing happens to highlight many of the driving factors behind our decision to rebrand: businesses around the world are being forced to adapt to shifting demands, and that dynamic requires a platform that is focused on solving the problems of the present and future, rather than depending on the approaches of the past.
Q: How does the rebranding convey the capabilities that Newmark intends to offer in the future?
A: We’re investing in service lines that are adapting to the broader cultural and technological shifts in the world – for example, we’ve expanded our industrial and logistics team and placed an increased emphasis on our global corporate services and workplace strategies offerings.
We’ve structured our platform with the agility to focus on evolving demands throughout the globe, a key contributor to our growth moving forward.
Q: Finally, beyond the immediate announcement, how will the Newmark team build awareness of the rebranded platform?
A: People throughout the industry will be seeing signs of the rebrand through our direct communications, updated branding on all company materials, and our new website, nmrk.com.
For comments, questions or concerns, please contact Paul Bubny