Zillow Mortgages: a case study in how to build a brand
The Davison Files
By Marc Davison, Tuesday, April 8, 2008.Real estate companies battle the brand issue daily. It's a fight to connect a company message to the customer's actual experience when the brand's soldiers -- the agents -- are trying to build their own brands. Brokers fail because the message hardly ever matches the experience.
Flawed campaigns
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Copyright 2008 Marc Davison
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