Thinking Big: Our Signature Brand Story SEEING & DOING THINGS DIFFERENTLY
CONTENTS
Our Signature Brand Story
01/Introduction Page 09
02/Our Brand Vision Page 17
03/Brand Platform Page 33
04/Brand Personality Page 55
05/In Summary Page 69
This little book is full of Big ideas. In fact, it’s a manifesto about Thinking Big. Thinking Big enables us to see and do things differently‌ unlocking value everywhere.
5
“
If you can
DREAM IT, Introduction
“
you can
DO IT. – Walt Disney
7
INTRODUCTION
Introduction
The Howard Hughes name is synonymous with the relentless pursuit of achievement. While his passions for aviation and the silver screen are legendary, it was his visionary investments in real estate that form the bedrock of our company today. We adopted his name to represent our brand because his values are a great reflection of our own. With passion, determination and limitless imagination, he built one of the great American empires of the 20th century. As we spread our wings, our brand must represent the spirit of our people, our collective beliefs and our vision.
9
Our Unique Introduction
ue 11
DRIVING OUR BRAND VALUE
Ward Village 1118 Ala Moana
Introduction
One of the most powerful strategies our brand can deploy is defining our values and aligning them with our customers externally and internally. While our brand can promise functional, emotional, experiential or self-expressive benefits, those values that are aligned with our customers’ are much more likely to achieve deeper and longer lasting loyalty.
13
“
“
If it were easy, everyone would do it.
Introduction
“
“
Luck is only as good as knowing what to do with it when it knocks on your door. – David R. Weinreb,
CEO The Howard Hughes Corporation
15
Chapter
2
OUR BRAND VISION
17
A BIG BRAND NEEDS A BIG VISION
Our Brand Vision
THINKING BIG As Real Estate Developers, we take risks. Placemaking by its very nature takes tenacious vision, passion, creativity and sharp focus. It requires a dedicated team with a passion for excellence to make the kind of places people want to live, work, play, shop and enjoy for generations to come. We love Real Estate. But we are so much more than bricks and mortar. If there is value to unlock, anywhere, in any market, we will find it. There is a belief among our people that we will achieve greatness. Our vision is to be among the leading American brands of the 21st century. To achieve this goal, we all need to Think Big. Thinking Big is mandatory for our team. Across the entire organization, every employee needs to Think Big to enable us to see opportunity where others don’t. It’s the very act of Thinking Big that enables us to unlock value – value for us, our shareholders, our team and our communities. 19
WE LOVE REAL ESTATE...
Our Brand Vision
But we are
so much more
than bricks and mortar.
21
If there is value to
UNL COTTONWOOD
ELK GROVE
SUMMERLIN
SHOPS AT SUMMERLIN
FASHION SHOW AIR RIGHTS REDLANDS
PARK WEST
ONE ALA MOANA WARD VILLAGE
Our Brand Vision
110 WACKER
CK WEST WINDSOR
SEAPORT
COLUMBIA
LANDMARK
BRIDGES AT MINT HILL
ALLEN TOWNE
CENTURY PLAZA
CIRCLE T RANCH THE WOODLANDS
RIVERWALK
BRIDGELAND
KENDALL TOWN CENTER
23
Anywhere, in any market, we will find it.
It’s the very act of Thinking Big that enables us to unlock value – for our shareholders, our communities and our team.
Our Brand Vision
25
#1 Our Brand Vision
Our vision is to be among the leading American brands of the 21st century.
27
Our Brand Vision
To achieve this vision, we all need to Think Big. 29
Our Brand Vision
“ IF YOU DON’T HAVE
A COMPETITIVE ADVANTAGE, DON’T COMPETE.
“
– Jack Welch,
Former CEO of General Electric
31
Chapter
3
BRAND PLATFORM ESSENCE & VALUES
33
OUR brand essence is central to our story.
Brand Platform
IMAGINATIVE THINKING
COLLABORATION
THINKING BIG AUTHENTICITY
SEEING & DOING THINGS DIFFERENTLY TO UNLOCK VALUE
PASSION FOR EXCELLENCE
BRAND ESSENCE
TIMING IS EVERYTHING
STAYING THE COURSE 35
“if opportunity
doesn’t build a Brand Platform
opportunity knock, a door “
– Milton Berle, Actor. 1908-2002
37
BRAND ESSENCE
SEEING & DOING THINGS DIFFERENTLY TO UNLOCK VALUE.
Brand Platform
Today, we work across the U.S. adding value in our communities from Wall Street to Waikiki. If there is value to be created, we make it happen. It takes a certain amount of tenacity, confidence and selfbelief to create value. We believe in each other and in our ideas. We go beyond the balance sheet to discover, invent, create, and ultimately, unlock value in everything we do. Thinking Big is at the heart of our brand and enables us to see value where others don’t.
39
BRAND VALUES
Brand Values
IMAGINATIVE THINKING When children start hearing words like ‘don’t’ and ‘can’t,’ they start seeing and hearing rules, and as a result, boundaries and limits are placed around their once limitless imaginations. At Howard Hughes, we value imagination, period. By simply removing no from our vocabulary and culture, everyone who touches our brand is empowered to Think Big, maximize their creativity and produce world class innovation. For us, there are no limits.
41
BRAND VALUES
Brand Values
COLLABORATION Collaboration is about mutual trust. A trust based on chemistry, competence, character, interdependence, honesty and integrity. We work together in good faith, as individuals and teams, to achieve a shared vision. It’s about accountability, cooperation and transparency. We share in the risks... and the rewards.
43
BRAND VALUES
Brand Values
PASSION FOR EXCELLENCE We are a passionate bunch and love what we do. We are especially passionate about making sure everything that we do is thoughtfully approached to develop a best-in-class product. We hold ourselves to the highest standards, demanding greatness in every respect. It’s about doing whatever it takes – all the time. It’s about going further than others are prepared to go.
45
BRAND VALUES
Brand Values
STAYING THE COURSE Anything really worth doing, whether in life or in business, requires persistence and perseverance. Staying the course means having the necessary foresight, capital and courage to stick to your plan. Our commitment to following our plan remains steadfast in the face of criticism and obstacles, differentiating us from the crowd of competitors. We develop strategic plans and focus on financial impacts in years as opposed to quarters. We are constantly challenging our thinking as market conditions evolve, but remain committed to a successful execution.
47
BRAND VALUES
Brand Values
TIMING IS EVERYTHING In business, timing is everything. We work with the future in mind, and we strive to outpace others every day. Our speed and commitment is dynamic, but above and beyond our enthusiasm and our intelligence, is our ability to pick our moments. Being a leader means being first to see the opportunity, first to recognize value, first to set a vision and first to market.
49
BRAND VALUES
Brand Values
Ward Village
AUTHENTICITY It is critical that we have a strong sense of who we are, both as a company and in our plans for specific markets and developments. This sense of self allows us to be authentic and true to ourselves, our communities and our team members. When we enter a new market, the first thing we do is work to understand the history and dynamics of the site as well as the needs of the community. Among our core principles, it is our commitment to authenticity that is our internal compass - enabling us to create iconic developments that will revitalize entire districts and serve each community in the best way possible.
51
Brand Values
“
“
TO PERCEIVE THE WORLD DIFFERENTLY, WE MUST BE WILLING TO CHANGE OUR BELIEF SYSTEM, LET THE PAST SLIP AWAY, EXPAND OUR SENSE OF NOW, AND DISSOLVE THE FEAR IN OUR MINDS.
– William James,
American philosopher, 1910
53
Chapter
4
BRAND PERSONALITY
55
BRAND PERSONALITY
Brand Personality
Brand personality shapes the relationships customers have with the brand. The strength of a brand and the loyalty it is afforded is often predicated on the emotional dimensions of a brand rather than the functional dimensions. The emotional connections that a brand has with its customers are far more difficult for competitors to imitate. One of the key drivers of these emotional connections is the perceived personality of the brand. When a brand has a welldefined personality, customers develop a unique bond, a special relationship.
57
BRAND PERSONALITY
Brand Personality
Successful
59
BRAND PERSONALITY
Brand Personality
Leadership
61
BRAND PERSONALITY
InямВuential
Sophisticated
Tough
Smooth
Confident Strong Secure
63
BRAND PERSONALITY
Ethical
Daring
Honest
No-nonsense
Adventurous
Thoughtful
Real Friendly
Spirited
Exciting
Provocative
65
BRAND PERSONALITY
Reliable
Entrepreneurial Technical
Intelligent Imaginative
Trustworthy Artistic
Fun
Secure Hard-Working
67
Chapter
5
IN SUMMARY
69
Thinking Big Seeing & Doing Things Differently To Unlock Value. Brand Essence
Imaginative Thinking Collaboration Passion for Excellence
Brand Values
#
Our vision is to be among the leading American brands of the 21st century. Staying the Course Timing is Everything Authenticity
1 BRAND OVERVIEW
Vision
UNL CK Our Belief
71
It’s the very act of Thinking Big that enables us to unlock value – for our shareholders, our communities and our team.
Thank you for being a part of the Howard Hughes family, sharing in our brand values and helping us build the next great American business.
79