Wow! Who built that?

Design Management Journal, Winter 2003 by Blumenthal, Dannielle

* The Vancleef model at Farrcroft received a Best in American Living Award from Professional Builder magazine and the National Association of Home Builders in 2000. Farrcroft received an Aurora Award and six Major Achievement in Marketing Excellence (MAME) awards that same year, as well as a First Place Award from the Community Appearance Alliance of Northern Virginia; and it was named Community of the Year by the Northern Virginia Building Industry Association in 1999.

In terms of financial success, Basheer & Edgemoore reported a 31-percent increase in home sale volume for 2001, ending the year at more than $60 million in home sales. Homes sell quickly and are in extremely high demand.

Conclusion

Diane Cox Basheer is an award-winning, financially successful luxury community builder. Her triumphs are based on a mastery of the basics: quality, functionality, and lavish attention to detail. Yet this is only the beginning of her unique vision. Basheer has transcended the average builder by effectively translating a "strong feminine" perspective into a brand. Elements of this perspective include an elegant appearance and demeanor; a cooperative and consensus-- driven business style; and viewing individuals and homes in a social and environmental context. Visually, these homes feature rounded, softened edges, combined with striking, stylish details that serve to create an impressive, yet welcoming and cozy, overall appearance. By focusing so carefully, Basheer has managed to achieve "total brand DNA" - a code that effectively combines functional, social, mental, and spiritual benefits.

Reprint # 03141BLU68

1. For more on cultural feminism, see www.amazoncastle.com/feminism/ecocult.shtml

2. Quoted in Jackie Friedlander, "New NVBIA President Leads Expansion Effort," Times Community Newspapers, Jan. 30, 2002

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Dannielle Blumenthal, PhD, The Brand Consultancy

Dannielle Blumenthal has spearheaded numerous initiatives aimed at furthering brand thought leadership at The Brand Consultancy, including an international "brand power" essay contest, expert seminars, "live" research projects, internships, and educational case studies. Blumenthal's articles on branding are frequently published in such venues as The Journal of Brand Management, Corporate Reputation Review, the Design Management Journal, and the International Journal of Advertising and Marketing to Children. Previously, she served as vice president and editorial director at Young & Rubicam's

futuristic trend consultancy, The Intelligence Factory. Blumenthal holds a PhD in sociology from the Graduate School and University Center of the City of New York, and a bachelor's degree in interdisciplinary studies and writing from Empire State College. She has lectured in sociology and theory at Manhattan College, The College of Mount Saint Vincent, and The New School for Social Research and is the author of Women and Soap Opera: A Cultural Feminist Perspective (1997). She has also contributed to Next: Trends for the Near Future (2001), and is the co-author, with Andrew Blumenthal, of Our World of Brands: He Says, She Says (2002), and the editor of Brand Transparency (2002). She can be reached at dblumenthal@thebrandconsultancy.com.