Haha, well you asked and now you'll be sorry. The rebrand of "Partners HealthCare" to "Mass General Brigham" was very smart. The dumb brand was "Partners" in the first place. I meet people in the life science clusters in San Diego or Toronto who know (and have always known) "Mass General" but don't know anything about "Partners HealthCare". Partners was a generic name for political purposes. Mass General Brigham is a smart name for business purposes.
Generic or forgettable brand names like Partners Health Care, Related Companies, Consolidated Energy etc. do not add any value, they are simply labels. They don't necessarily hurt - but they certainly don't help. They don't actually *add* value. A good brand name actually creates value - even in real estate. Especially luxury real estate.
Think about it this way: the developers of Ink Block could actually sell or license their valuable "Ink Block" brand to the neighboring and competing 345 Harrison. Just like the bricks and mortar, National Development also own a valuable asset in the brand that they created and invested in. One of my best friends currently lives at 345 Harrison and proudly tells people that he lives "at Ink Block". Imagine buying a BMW and bragging to everyone that you bought a Mercedes? That's literally how archaic and fractured the world of local real estate branding is today. I content that 345 Harrison would be a more valuable asset (not in touchy-feely-hypothetical-goodwill, but in actual, measurable increase in PSF rents) if they had invested some money in creating a luxury destination brand.
What were we talking about? My mug is fake-smiling on zoom right now pretending to be listening to some webinar I was forced into while I type all this drivel.
Meanwhile, the huge, brightly-lit, toothpaste-neon, Mass General Brigham sign on I-93 is basically screaming across the river at Encore "Oh yeah? Well I can be vulgar too!"