A benchmark is something that serves as a standard by which others may be measured or judged.  To be original, as a luxury real estate marketing professional, your personal brand of doing business should set a new standard of excellence in your field. It should raise the bar and become a benchmark.  How else will you become the standout, if market leadership is your quest?

To become a market leader we recommend that you identify and dominate an uncontested market niche. You need to select something that you can do, with passion, better than anyone else in your marketplace and become known for this as your trademark. A trademark is a distinguishing characteristic or feature firmly associated with a person or thing.  You must spot a niche that is underserved and not obvious.  Then, you must claim it as yours and own it.

The Spaghetti Bench, by the Franco-Argentinean artist and designer Pablo Reinoso, is both a benchmark and a trademark series of work. He has taken the ordinary, yet functional park bench and elevated it to something quite extraordinary. It would be next to impossible for another artist or designer to do a similar work without being called a “me-too” or copycat. 

The Spaghetti Bench is truly remarkable!  You just feel compelled to tell others about it. We actually contacted Mr. Reinoso in Paris and asked for his permission to publish his works on the LOL Blog. We were that moved to share it with you.  We hope you pass this post along to your friends, if you are moved by his work as well.


It was an immediate emotional response for both of us when we saw two park benches intertwined, becoming one, yet retaining their individuality.  Reinoso’s works convey what we value the most: innovation. How absolutely outrageous to begin a piece of art in one room and have it continue in another as it transforms from inert to dynamic movement. It spans a spectrum from practical to lyrical and says, “You can have it all!” It reaffirms that we do not live in an ‘either-or” world as many would have us believe, that your lifestyle, your love style and your work style can be a continuum when you live a life of passion.  And, that is part of what defines luxury for us.

When you are willing to step out of the realm of conformity, to free yourself of the tyranny of the status quo and become an original, only then will you have a remarkable personal brand that becomes a benchmark for all others.  Find that which can become your trademark, as a luxury real estate marketing professional, and you will succeed beyond your dreams.

Personal Branding Case Studies and Company Branding Case Studies