With nearly 100,000 customers in Île-de-France, Gecina is active in various segments, including tertiary property, collaborative workspaces, rental residences and student accommodation. To meet the new expectations of its B2B and B2C customers, Gecina is entirely overhauling its brand strategy.
To address the substantial behavioural changes in the market, B2B brands need to shift towards B2C to avoid becoming simple conveniences.
W has created “YouFirst”, an interpersonal brand serving all the group’s business lines and its leadership. The complementary nature of the two brands is denoted by their identity. YouFirst, an emotional brand, is “at the service of the human relationship, with all its customers”. All the territorial markers of the Group brand uphold the commitment to a cleaner, more seamless and more inclusive city.