The Power of ONE
But how could we elevate the brand beyond our competition’s offering to become the ONE AND ONLY of today’s great buildings? How could we unashamedly proclaim the importance of this building in the history and future of NYC? Well, the team at CO OP told SL Green a simple story – a mission – that guided their vision:
Now a few rational real estate people challenged this emotional brand babble…”those are nice words but what’s going to lease this building are facts and figures to showcase how great it is!” But when we compared our facts and figures to our competition’s facts and figure, we all kind of lined up evenly with one small disadvantage – our average price per square foot was a more. Now everyone started to realize the WHY of SL Green’s vision for One Vanderbilt and the power of this brand opportunity. To be among greatness (The Chrysler Building, The Empire State Building, and Rockefeller Center) and be the next One.
One City. One Building. One Vanderbilt.
We created The Power of One campaign to respect those great building’s of the past while earning the right for One Vanderbilt itself to achieve greatness.
I walk past One Vanderbilt every day and see it rising into the skyline. And I’m very proud to be apart of an amazing team of people at multiple companies that are realizing this vision, this history, this One.