This article was originally published in the Brand Finance Real Estate Services 25 2025 report.
JLL has redefined its brand with a bold new vision, leveraging data, AI and global expertise to drive smarter real estate solutions and strengthen its position as a leader in the Real Estate Services 25 ranking for 2025.
Siddharth Taparia, Chief Marketing Officer of JLL, shares how the brand is combining technology, insight and purpose to lead the future of real estate.
Interview with Siddharth Taparia
Chief Marketing Officer,
JLL
What would you consider as the defining moments or milestones in building and strengthening the JLL brand?
The JLL brand has experienced several defining moments in recent years, with one of the most significant being the refresh of the
JLL brand positioning in 2022: SEE A BRIGHTER WAY. When I joined JLL, the brand had not been refreshed in over a decade. Our audience had changed, and how we communicated with them needed to look different.
We embarked on a complete repositioning and refresh of the brand to ensure that the way we presented ourselves in the market reflected what we offer our clients. Our data-driven approach led us to focus on our expertise in helping our clients find more intelligent solutions to problems they’re facing and bringing global perspectives to solve those problems.
We kicked off the new brand with a massive takeover of New York City’s Times Square, revealing the brand to the world to the first time. That same year, we showed up at ICSC in Las Vegas with another targeted activation on
the Resort World hotel among others. And late last year we had the chance to celebrate the incredible history of JLL by ringing the closing bell at the New York Stock Exchange on the 25th anniversary of our listing.
This was more than a brand refresh. Every aspect of the brand from our office signage to marketing materials to our new website has changed. Today, the new brand is used consistently worldwide.
How has the company adapted to emerging trends and technologies, and how has this influenced JLL brand positioning in the market?
With my background in B2B services and technology, I observed a significant shift in the commercial real estate market from purely transactional relationships towards a more advisory approach. This involved close collaboration with clients to use technology to address their commercial real estate needs.
This transition reflects a deeper engagement with clients, where we provide valuable insights and guidance in navigating the intersection of technology and real estate.
JLL's proactive adaptation to emerging trends and technologies has been instrumental in shaping our brand positioning. We've heavily invested in data and AI-powered solutions like ‘JLL Falcon’, our AI platform, which comprises a suite of cutting-edge AI-enabled software tools that combine JLL’s vast proprietary data with the power of AI.
Tools like these allow us to provide clients with data-driven insights and enhanced decision-making capabilities. We have been evolving our brand positioning to account for the importance of tools like JLL Falcon and the role it plays in solving client challenges.
