The first rule of Manhattan real estate -- of real estate in general -- is said to be "location, location, location." Which, as conventional wisdom goes, isn't the silliest thing in the world. But Manhattan real estate observers could be forgiven, in recent years, for believing that at least one of those "location"'s could be swapped out for "branding." New Manhattan neighborhoods are nothing new -- New York City is a study in flux, and all it takes is one zoning decision and a few bold real estate developers to turn a neighborhood like the nowheresville around the Lincoln Tunnel entrance into "The Linc," a newly branded Manhattan neighborhood between Chelsea and Midtown West that comes complete with its own new construction condo listings and superstar condos such as The Atelier. What sets Hudson Square apart from The Linc, besides a much cooler name, is that this new neighborhood is actually one of Manhattan's oldest. Hudson Square is, for all intents and purposes, West Soho.