Can the Empire State Building Brand Its View?

Develops new creative strategy

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

The law doesn’t allow for the trademarking of a great view, but there’s nothing wrong with branding it. Just ask the marketing folks at the Empire State Building. The 1931 landmark’s 86th floor observation deck (which boasts 80-mile views on clear days) already draws some 4 million people yearly, but Malkin Holdings apparently feels it can do better. The majority shareholder has brought aboard both The Concept Farm and U.S. International Media in order to “adapt and evolve our observatory brand,” said observatory director Jean-Yves Ghazi.

Unlike his building, Ghazi didn’t offer an unobstructed view of his marketing plan, promising only “a full creative strategy and avant-garde executions.”

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in