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DIFFERENTIATION 
DELIVERED BY 
REMAINING 
RELEVANT 
Charlie Young 
President & CEO, 
ERA Franchise Systems LLC
1973
NEVER 
STAND STILL
HONOR 
YOUR ROOTS
ENGAGE 
YOUR 
STAKE-HOLDERS
CONSISTENT 
STRATEGY IS 
YOUR RALLY 
FLAG
DIFFERENTIATION 
DELIVERED BY 
REMAINING 
RELEVANT
Differentiation Delivered by Remaining Relevant: How Your Brand's History Can Jump Start Your Brand's Future
Differentiation Delivered by Remaining Relevant: How Your Brand's History Can Jump Start Your Brand's Future
Differentiation Delivered by Remaining Relevant: How Your Brand's History Can Jump Start Your Brand's Future
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Differentiation Delivered by Remaining Relevant: How Your Brand's History Can Jump Start Your Brand's Future

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What’s the best way to make a change for the future? Don’t forget your past.

When you're a brand with a storied past, it is vital to remember and incorporate your history whenever you make a big change to your brand, logo or look.

That was the advice Charlie Young, President and CEO of ERA Real Estate, dispensed at the recent RIS Media CEO Exchange, an exclusive gathering of industry executives and thought leaders.

His remarks were part of a high level panel discussion titled “Stand-out Strategies: Marketing Tactics that Deliver on Differentiation,” during which he discussed the rationale behind the ERA brand renovation.

“The company was experiencing a lagging perception among brokers and agents, struggling to remain relevant in an ever-evolving industry,” he explained.

It became apparent that a rebrand was necessary—a rebrand that would honor ERA’s roots and effectively engage stakeholders.

“We did not change the identity of the brand—we fixed the engine behind it,” Young said.

That included harnessing the power of today’s technology advances, tapping into mobile marketing, optimizing lead generation and leveraging professional development opportunities.

“As marketers like to say, the best way to communicate a change on the inside is to change the packaging on the outside. Our messaging clearly communicates that this is a NEW ERA, one that is positioned for the future of real estate. The new image is a visual cue that we are relevant for the next generation of home buyers and sellers and real estate professionals.”

Published in: Real Estate
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Differentiation Delivered by Remaining Relevant: How Your Brand's History Can Jump Start Your Brand's Future

  1. 1. DIFFERENTIATION DELIVERED BY REMAINING RELEVANT Charlie Young President & CEO, ERA Franchise Systems LLC
  2. 2. 1973
  3. 3. NEVER STAND STILL
  4. 4. HONOR YOUR ROOTS
  5. 5. ENGAGE YOUR STAKE-HOLDERS
  6. 6. CONSISTENT STRATEGY IS YOUR RALLY FLAG
  7. 7. DIFFERENTIATION DELIVERED BY REMAINING RELEVANT

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