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.
- 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.