MADISON, N.J., March 18, 2019 /PRNewswire/ -- Today, Coldwell
Banker Real Estate LLC announced a new vision for its global brand
and kicked off "Project North Star," a transparent rebrand. The
brand revealed a new logo onstage at the Generation Blue
Experience® in Las
Vegas.
The most striking addition to the logo is the star in the top
right corner. The CB North Star symbolizes the brand's position in
real estate as a consistent, reliable presence guiding us all home.
The new CB North Star mark is a visual representation of the
brand's commitment to excellence. It is clean and simple, yet
elegant. It is modern, but still pays homage to the brand's storied
113-year history. The North Star also symbolizes the Coldwell
Banker® network. Even in a new real estate landscape,
agents remain a constant, guiding consumers as they navigate the
home buying and selling process.
A transparent rebrand is a bold approach. This undertaking is
the brand's commitment to ingenuity in action, in this case doing
things differently for the right reasons. The brand will test the
new logo in real-world scenarios providing an opportunity to
collect feedback. Based on the results and data collected, the
brand will modify and refine materials including marketing
collateral, building signs and yard signs to create a final product
that represents the brand and meets the needs of the network. In
keeping with the transparent process, the brand will release
updates periodically on its social channels. The brand believes
that this phased approach will best serve its brokers and agents,
because it allows them time to plan for the transition that will
begin in January 2020, while also
giving them a voice in the process.
Alongside the logo, the brand also announced a new mission
statement, "We empower our people to leave their mark on the world
of real estate," and recommitted to its core values – home,
awesomeness, ingenuity and excellence. In initial research, agents
across many brands had an overwhelmingly positive response to the
new mission statement and core values. The mission statement had an
80 percent approval rating, each core value scored between an 86
percent and a 97 percent.1 In initial testing consumers,
said the new logo represents an "innovative" brand 80 percent more
often than the existing logo.2
QUOTE:
"We wanted every single one of our agents to be on this journey
with us, so we decided to take the unconventional – but crucial –
step of making this a transparent rebrand," said Charlie Young, chief executive officer and
president, Coldwell Banker Real Estate LLC. "Agents and brokers
deserve to understand the upcoming changes; and to leverage those
changes in the way that makes the most sense for their business.
With something as far-reaching as a rebrand, we know that the right
thing to do is give our network as much notice as possible and
include them in the process. That's why we've designed this with an
open, transparent structure. This rebrand is also more than just a
new logo, we're recommitting to our mission and remaining laser
focused on our future and our growth."
QUOTE:
"This rebrand isn't about change just for the sake of change. We
wanted a logo that truly captured the essence and power of our
network. That's why we chose the CB North Star," said David Marine, chief marketing officer, Coldwell
Banker Real Estate LLC. "As a brand, we envision our agents and
brokers as our guides, as our North Star. That's why we're making
this a transparent rebrand, so they can be involved in the
process."
Project North Star is being supported by Coldwell Banker's
longtime advertising and design agency, Siltanen &
Partners.
CLICK TO TWEET: .@ColdwellBanker reveals new "CB North
Star" live onstage at #GenBlue, brand unleashes Project North Star
and embarks on a unique transparent
rebrand https://blog.coldwellbanker.com/project-north-star/
If you want to be a part of Coldwell Banker Project North Star,
visit https://www.coldwellbanker.com/careers and explore how the
Coldwell Banker brand can be the North Star to guide your
career.
- Survey conducted by Quester between 12/7/18-12/21/18 among a sample of 1,605 agents
across multiple brands. Respondents must be a U.S. licensed real
estate agent or broker working primarily in residential real
estate, ages 21-75.
- Survey conducted by Zappi on 2/19/19 among a nationally representative sample
of consumers, ages 25-75.
About Coldwell Banker Real Estate LLC
Powered by its
network of over 92,000 affiliated sales professionals in 3,000
offices across 44 countries and territories, the Coldwell
Banker® organization is a leading provider of
full-service residential and commercial real estate brokerage
services. The brand's mission is to empower their people to leave
their mark on the world of real estate. The Coldwell Banker brand
prides itself on its history of expertise and honesty since its
beginnings in 1906. The brand embraces four core values: home,
awesomeness, ingenuity and excellence. Coldwell Banker Real Estate
is committed to providing its network of sales professionals with
the tools and insights needed to excel in today's marketplace and
is known for its bold leadership and dedication to driving the
industry forward with big data and smart home expertise. Coldwell
Banker Real Estate was the first real estate brand to harness the
power of big data; the CBx Technology Suite uses predictive
analytics and machine learning to analyze markets, target buyers
and sellers and provide agents with a simple platform to create
unique and effective marketing plans for each listing. The brand
was named among the 2018 and 2019 Women's Choice Award®
Most Recommended brands for customer experience and overall
quality. Blue is bold and the integrity and values of Coldwell
Banker Real Estate give the Gen Blue® network an
unbeatable edge. Coldwell Banker®, the Coldwell Banker
logo, Gen Blue® and the Gen Blue Experience®
are registered services marks owned by Coldwell Banker Real Estate
LLC. Coldwell Banker Real Estate LLC fully supports the principles
of the Fair Housing Act and the Equal Opportunity Act. Each office
is independently owned and operated. To join Coldwell Banker Real
Estate and unlock the possibilities of Gen Blue, please visit
www.coldwellbanker.com/join.
Media Inquiries:
Athena
Snow
|
Rachel
Braude
|
Coldwell Banker
Real Estate LLC
|
G&S for
Coldwell Banker Real Estate LLC
|
973.407.5590
|
917.595.3061
|
Athena.Snow@coldwellbanker.com
|
RBraude@gscommunications.com
|
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SOURCE Coldwell Banker Real Estate LLC