Urban Splash founder Tom Bloxham argues that the housing sector needs to embrace the idea of branding.
Brands are of increasing importance in almost every part of our lives, except perhaps housing. Why is this? When I was a kid I bought all my clothes from independent local unbranded retailers. Today the high streets are dominated by multi-national brands, whether it’s Marks & Spencers, Prada, Gucci or Primark.
For me a brand is not about a fancy name or logo, but about a promise and a reputation. If you buy a Ferrari the promise is a fast, sexy, red racing machine. If you buy a Mercedes, the promise is a reliable, luxurious, German limousine. But there seem very few housing brands.