Behringer was in its infancy when Richards Partners started working with the brand more than 10 years ago. At the time, Behringer was a little-known player in the non-traded real estate investment trust (REIT) category. Our charge was to build positive awareness and credibility for Behringer within both the real estate and financial communities. We helped Behringer achieve its objectives through a strategic earned media program combined with a paid media initiative in trade media.
Fast forward to 2013. In response to the evolving needs of its financial professional clients and the dynamic real estate and financial marketplaces, Behringer broadened its spectrum of alternative investment options and adopted its current name. The agency developed an integrated rebranding program for the new Behringer that included earned, paid, and owned media, all working together. Richards Partners’ role was to help Behringer tell its new story, continue to elevate its reputation, and help insulate the brand from adverse aspects of the operating environment. That work continues through strategies that include thought leadership and trade and financial media initiatives.