Jeremy Bamberg, from Factory, shared a post arguing that operational real estate projects need "Founder Brands" - identifiable leaders with faces and voices behind developments - rather than generic corporate branding with logos and marketing materials. He references Dave Gerhardt's book "Founder Brand" and suggests that while real estate branding includes fresh logos, brochures, and renamed addresses, most brands feel empty without a clear leader to represent them.

The post argues that valuable real estate projects in coming decades will be known for great stories told by real people rather than architecture or marketing, questioning who takes media interviews and serves as the brand representative when opportunities arise.

Looking at coworking, we have to agree given the strong personal brands of so many of you leaders. But... we think there's even more fantastic personal brands within the ranks of many amazing coworking brands.