Suchman: Real estate is more than a cost center. Its a strategic differentiator with the potential and power to deliver transformational business value.

LOS ANGELESIntel does it. So does Google and GE. As Paul Suchman, chief marketing officer for CBRE, explains, thats the company his firm wishes to keep, and what they do is brand their resident market intelligence in the form of online magazines.

And so CBRE is about to take the wraps off of Blueprint, an online magazine that, as Suchman says, is dedicated to telling timely and insightful stories about the transformational role real estate plays in the world.

Its a theme weve heard before, last year, in fact, when CBRE rolled out its Build on Advantage branding campaign and the goal of aligning itself less with the competition and more with the Fortune 500. At the time, Suchman told GlobeSt.com that Real estate is generally considered a cost center for most corporations. We believe real estate is a strategic differentiator with the potential and power to deliver transformational business value.

And that, he says, is the message of Blueprint, which is designed to provide viewers with quarterly, monthly and weekly updates on trends and issues. These will be informed by urbanists, academics and leading thinkers, as well as CBRE global leaders, all unified by ideas that examine the built environments potential impact on business, cities and people, according to a statement obtained by GlobeSt.com.

The Blueprint home page

Blueprint is an opportunity to share the impact of real estate with the broad business community and across our industry, by leveraging the deep institutional knowledge and intellectual capital that lives inside CBRE, says COO Mike Lafitte in that same statement. With Blueprint, we have a unique platform for telling our stories in todays digital landscapestories that go beyond the day-to-day nature of our client relationships.

While the specific editorial calendar is currently being hammered out, working titles of such content will include Real Estate in Greece: The Countrys One Silver Lining?; An Ounce of Prevention: Helping Property Owners Navigate California’s Historic Drought; Real Estate Should Boost Productivity, Not Thwart It; and, The Global Worth of Company Values. The editorial staff will come from inside CBRE as well as outside business leaders and select journalists.

Needless to say, there are plenty of print and online magazines catering to the commercial real estate market. Does CBRE intend to go head-to-head against the likes of GlobeSt.com sister publication Real Estate Forum?

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