To support that mission, Jones Lang LaSalle has introduced a new brand positioning around the globe. One of the most visible aspects of this is our new strapline: “Real value in a changing world.”  It debuted on our Web site and is now being adopted in the 60 countries where our 30,000 employees serve the local, regional and global real estate needs of our clients.

“Real value in a changing world” summarizes our purpose as a company and captures the basic promise that we make – and are determined to keep – to our clients. In a complex and constantly changing global business environment, we will work to create value that is relevant to them, whatever their specific real estate needs may be. Our commitment to creating value extends to our employees and investors as well.  

The strapline is just one piece of a much broader effort to set Jones Lang LaSalle apart from other real estate services firms. Our way of doing business has always been different.  We are a financial and professional services firm that specializes in real estate, and that emphasis guides the way we work with clients, whether we’re providing long-range advice or executing a transaction. 

According to Charles Doyle, our Global Chief Marketing Officer, “'We are ultimately seeking to be the world's most differentiated commercial real estate brand.”

We want our brand to infuse every aspect of our business: from the integrated, globally consistent products and services we offer, to the best practices, thought leadership and research capabilities that underpin them, to the collaborative approach our people take to deliver services and provide trusted, expert advice to our clients.

You will see our brand represented in other new ways. We have introduced a new and more powerful visual identity, and in the near future, we will launch a new public Web site. This is all part of our commitment to build and continually improve a consistent global presence that allows us to move quickly on behalf of our clients in times of change.