Part 9/12:
Rebranding as a Marketing Strategy
The core critique is that the new labels, "Lower Haze" or "Lower Hayes," are mere marketing tricks. They are designed to create a cleaner, trendier image for neighborhoods that have been historically marred by disorder. While some newcomers and investors might buy into this branding, longtime residents and those familiar with the realities know that these labels are disconnected from the neighborhood’s true condition.
Realtors and developers are keen to associate these areas with their more successful neighbors, often stretching geographic boundaries and relabeling districts to attract capital. For instance, a building on Vaness Avenue—far from Hayes Valley—has been marketed as part of "Lower Hayes" to capitalize on brand equity.