Finally, Some Love From the Real Estate Industry

While it may be true that we have no fans at the National Association of Realtors, at least there is someone in the real estate industry — a commercial leaser in Memphis — that likes us. Enough, at least, to rip us off. I have to say, I really like the subtle shadowing they did on the book title; it’s a real improvement:


chrislrob

As a former commercial real estate broker, I'm surprised that CB did this without your permission. And I still can't *quite* grasp what they are trying to say: do they know that you bashed real estate agents in the book? Or do they just like wacky fruit covers?

Seems to me that the best way to deter such hijinks in the future is for you to publicly pose the question: what makes CBRE's business practices different from other firms such that it is a "new paradigm" that addresses the criticism in the book?

Mack

At this point in the life of your book I wouldn't call this a ripoff as much as an homage, an acknowledgment of your book cover's iconic status.

discordian

I want in on the bandwagon!
Freakosigma, using your 6s belt for personal fun and profit

timrosenblatt

Freakonomics :: Economics
Freakoleasing :: __________

Strange Leasing? Ecoleasing?

I can't help but wonder about the designer's intentions -- is it a tip of the hat, or are they just stealing a design that they just thought looked cool?

The shading on the title looks good though.

Buckley

It is clearly a homage/tip of the hat. The ad doesn't make sense unless you understand the reference.

Theo

Definitely Homage, but wow, you think they might have asked first!

In contrast however, I hate the shading on the title, and I dislike sans font displayed so thin. Just me ;)

microcars

this is NOT an "homage". It is a blatant ripoff designed to create an instant brand association with a "known" brand.
It is not a "tip of the hat". The entire point of the cover is to get people familiar with FREAKONOMICS to see this and assume this is a continuation of a series and they should buy it.
However- this is not actually a Book you can Buy, its just an AD for a leasing company. I bet there are people looking for "Freakoleasing" on Amazon right now!
It is no different than companies that put "R US" at the end of their names, like "Economics R Us" or "Dumpsters R Us" in an attempt to create "instant" recognition on the coattails of "TOYS R US".
(btw- Toys R Us will sue you if you do that....)

ThisManMustBeStopped

I would have named the fake book "LEASEONOMICS".

Incidentally, here's some nomenclature that's common in the commercial real estate field and drives me crazy:

Economics: the details of a particular transaction. (Lease rate, duration, required investment.)

Calculus: any kind of math. Sounds more important than "running the numbers".

tgalvin

Do you have copyright protection? This may be seen as a public endorsement of CBRE, as I see this as establishing credibility by association (which in this case was free of charge on the part of CBRE).

CBRE is affliated with Bill Wheaton, the famous real estate economist at MIT. It is interesting that they took the cover of your book and the Freakonomics logo to associate themselves with a book that has little to do with commercial real estate when the real expert they have on the subject of commercial real estate is not mentioned at all. Granted the books Bill Wheaton wrote were never on the New York Times Bestsellers list because they appeal to a vary narrow set of people, those interested in commercial real estate economics.

I wouldn't be upset except the fact that: 1. I work with a major competitor of CBRE and I am having a hard time competing with them as it is without the (unearned) Freakonomics endorsement 2: Let's give credit where credit is due; they have an economics expert on commercial real estate and they are using Freakonomics for marketing, not for substance (which cheapens the substance within the book)

Read more...

frankenduf

no infringement- CBRE used a granny smith, while the original was a golden delicious

Callan

So what's your take on Freedomnomics? I know that the author has been discredited with many of his other publications and papers.

editorguy

This is not a real book right? -- Just an ad, I think. And anyway, the NAR is one thing, but commercial real estate, I submit, is an entirely different beast. In this case, be honored with the light kudos. Knowing far too many commercial real estate brokers and developers, this looks like their speed of tongue-in-cheek humor, smacking, as it does, of frat-boy wink and chuckle stuff. In other words, harmless. Your treatise is the Liar's Poker of this decade, and it's likely every commercial broker in the country has read or owns it.

BrianJBrady

This must be a joke. I can't imagine the CBRE lawyers letting a book or advertisement go out like that.

chrislrob

As a former commercial real estate broker, I'm surprised that CB did this without your permission. And I still can't *quite* grasp what they are trying to say: do they know that you bashed real estate agents in the book? Or do they just like wacky fruit covers?

Seems to me that the best way to deter such hijinks in the future is for you to publicly pose the question: what makes CBRE's business practices different from other firms such that it is a "new paradigm" that addresses the criticism in the book?

Mack

At this point in the life of your book I wouldn't call this a ripoff as much as an homage, an acknowledgment of your book cover's iconic status.

discordian

I want in on the bandwagon!
Freakosigma, using your 6s belt for personal fun and profit

timrosenblatt

Freakonomics :: Economics
Freakoleasing :: __________

Strange Leasing? Ecoleasing?

I can't help but wonder about the designer's intentions -- is it a tip of the hat, or are they just stealing a design that they just thought looked cool?

The shading on the title looks good though.

Buckley

It is clearly a homage/tip of the hat. The ad doesn't make sense unless you understand the reference.

Theo

Definitely Homage, but wow, you think they might have asked first!

In contrast however, I hate the shading on the title, and I dislike sans font displayed so thin. Just me ;)

microcars

this is NOT an "homage". It is a blatant ripoff designed to create an instant brand association with a "known" brand.
It is not a "tip of the hat". The entire point of the cover is to get people familiar with FREAKONOMICS to see this and assume this is a continuation of a series and they should buy it.
However- this is not actually a Book you can Buy, its just an AD for a leasing company. I bet there are people looking for "Freakoleasing" on Amazon right now!
It is no different than companies that put "R US" at the end of their names, like "Economics R Us" or "Dumpsters R Us" in an attempt to create "instant" recognition on the coattails of "TOYS R US".
(btw- Toys R Us will sue you if you do that....)