The Windermere Brand 2007 and Beyond. Change is inevitable. Growth is optional.

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Presentation transcript:

The Windermere Brand 2007 and Beyond

Change is inevitable. Growth is optional.

For example… Poker is a sport The tallest player in the NBA is Chinese Middle-aged women are most likely to have had more husbands than children Pluto is no longer a planet in other words…

The definition of insanity is…

Brand History: Incredible growth Hobby to a profession Innovations Community service Integrity, honesty, dignity & grace

Brand History: What was the core marketing principle? Look more like a bank Be, act and look professional Hire wisely Windermere Cornerstones

Then the industry caught up, along with some other stuff… Listing data is now a commodity Consumers are dictating the dialogue Technology has forever changed the conversation Our marketing is now category good, rather than Windermere excellent.

We provide a great experience But, we have an unfair, sustainable competitive advantage:

Building our Experience Brand

What is an Experience Brand?

Customer Experience Guide Create an immersive environment Have agents who are experts Customers get smarter as customers Technology enhances the experience Reinvent the market

What makes our brand strong? High customer involvement Real continuous product improvement Early and sustained market presence Coordinated marketing, focused by effective brand positioning Distinctive, well-perceived voice

from experienced to experience

Creating a great experience starts with great citizen-agents Committed Passionate Simplifiers Entrepreneurs Listeners Experts

Citizen agents exceed expectations Solve problems Make things easier, better Know everything Neighborhood experts Community icon

Marketing a great experience starts here… -Brand first, geography second -People before houses -Satisfy needs AND wants -Speak in one voice -Know more

How do we deliver the Brand Experience? Know our Story Respect our Icons Live our Brand Promise Speak in One Voice Create Connections

Know our Story… “The Windermere Way” …to tell our story.

Respect our Icons Logo Signage Yard signs Open house signs Business cards

Live our Brand Promise We do more than help people buy and sell real estate. We provide full service, highly professional expertise that help people realize their dreams of home ownership.

Speak in One Voice Humble confidence Evocative words. A smile in our voice Conversational Self-effacing

Speak in One Voice Adopt our brand vocabulary: Memories Milestones Family Dreams Relationships Living

NOW FOR SOME SPECIFICS…

Brand Image: Then Serif Font Identified by blue Professional photography

Brand Image: Then Copy- Benefits: About Us Stock Imagery Emphasis on Professionalism

Evolution: from Blue to “You”

Brand Image: Now Real photos Memory driven headlines Copy - Conversational: About You

Be, Do, Say Be the smartest person in the room Do more than anyone else Say what you mean and mean what you say

“Don’t just build a company. Build a cause.”