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In 2017, Coldwell Banker faced intense competition for their agents and brokerages from disruptor models and a low housing inventory market. We couldn’t just win by owning the emotional high ground; it was time to showcase the true power of the Coldwell Banker brand.

the challenge

Agents are quick to change brokerages for the best deal or a fresh name, so what was the benefit of staying with one of the industry’s oldest names?

We needed to show the industry that Coldwell Banker had the experience, success, size and technology to not just compete, but lead.

SOLUTION

Owning blue.

The Coldwell Banker network was so wide and diverse that unifying elements were few. But we could own the color that made every one of the 91,000 agents proud. Blue was the symbol of winning (blue ribbon), scale (deep blue sea), and tech (ideas from out of the blue).

It became the brand’s rally cry: Join the blue.