An experiment in branding: the power of a name

  • Agent branding in concert with social media is the generation gap of our time.
  • Doing business as (DBA) status at the agent level encourages entrepreneurialism.
  • Branding allows agents to control their own lead generation.
  • Agent controlled branding under transactions brokers will obsolete the national franchise.

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It started as an exercise in branding. As we watch a questionable lifestyle brand being packaged as presidential timber, it crystallizes just how much our society has become brand mad. Truth and reality have always taken a back seat on Madison Avenue. But sadly, or perhaps more inevitably, branding has now invaded every aspect of our life.