Corcoran: The Rebranding of a Real Estate firm

A house is the simplest concept in the world. A home? Meh, not so much. Selling homes is what Corcoran is all about.

20 years ago, Christina Panos, Corcoran Group's CMO reshaped real estate advertising in what was a revolutionary advertising campaign:


1️⃣ Panos did not show the product, but the result of buying the right product: Happiness

2️⃣ She used emotions to make a boring subject warm and human

3️⃣ And she hired the best people possible to bring her vision to reality


We've said this time and again: a brand is the only defense that stands between your product and commodity pricing. Read the entire article by downloading the PDF if you do not have a subscription to AdWeek