Christie’s International Real Estate

Drawing upon their success as one of the world’s oldest art auction houses, Christie’s implemented an innovative real estate venture in 1995. Integrating centuries of experience with a hand-selected network of talented brokers, Christie’s International Real Estate was formed to satisfy the lifestyle requirements of discerning clientele.

Social convention and human nature lead us into a trap of conformity where all brands seem similar. And it works to some degree, because there’s comfort in conformity. But in the long run, conformity is the kiss of death for a brand.

Successfully marketing a brand isn’t just about having a superior product, it's about disrupting the conventions of your industry. It’s about introducing your brand in a highly differentiating way that establishes it as the preferred choice and positions it in such a way that no other company can copy it.