Marketing to the “Why?”

by Phil Diment
KBS Vice President, Corporate Communications

About a year ago, I was challenged by our chairman, Peter Bren, to dramatically change our company’s online image.   If you are reading this blog post, you’re enjoying the fruits of his challenge.

After looking at several talented firms, we engaged one of the leading digital agencies on the West Coast and began by looking at our current site.   Frankly, it was stale — full of verbosity about who we were and what we do. I was challenged to think about the “Why?”   Specifically, why does KBS exist?

Marketing to the “Why?” instead of just marketing “What” is a characteristic that differentiates some of the most successful companies in the world today. Companies like Apple Computers realize that they will draw customers because they believe what their customers believe rather than just focusing on a laundry list of what they have to offer.

So why does KBS exist?

I am not going to answer that question outright, but as you browse our website, you will quickly see that tenants are very important to us.   Our tenants want to run successful businesses. This means operating from a best-of-market location in a best-of-class building that will help them to attract and retain best-of-class employees.   That is exactly what we believe.   It’s what gets us out of bed in the morning.   Our passion for the success of our tenants is why we believe tenants want to be in our buildings.

KBS is driven to help our clients maximize their success via a working environment that helps them attract employees and customers.   We are not a commodity investor. Take a look at the video on our website of Thames Street Wharf on the waterfront in Baltimore. That’s the essence of why we exist as a company — to buy amazing properties that will drive success for our tenants. The success that we share with our tenants is ultimately what helps us to attract investors who want to partner in that success.   It’s what you could call “Success Worth Sharing.”

Enjoy our new website, and please feel free to provide me with any comments or suggestions. We listen to ideas.


Phil Diment serves as vice president of corporate communications for KBS and has been with the firm since 1997.
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