Coldwell Banker Commercial unveils new brand positioning – “Commercial to the Core”

Madison, NJ Coldwell Banker Commercial Affiliates unveiled a new global brand positioning and advertising campaign. The new brand essence, Commercial to the Core, encompasses the organization’s vision, mission and values. Coldwell Banker Commercial Affiliates president and chief operating officer, Fred Schmidt, revealed the brand strategy at the Coldwell Banker Commercial (CBC) Global Conference, held this year in Orlando, Florida. The new positioning and campaign support the core values and principles most closely associated with the organization’s affiliated brokers and agents – entrepreneurial, masterful, principled and driven. The vision reinforces the organization’s mission to be known for doing whatever it takes on behalf of every client, and to treat every engagement like it’s the most important transaction of their career. “We are incredibly inspired by the energy, agility and prowess our affiliated agents bring to every transaction,” said Schmidt. “Our new positioning drives home what separates the Coldwell Banker Commercial brand from the pack.” Advertisements supporting the campaign are bold and energetic, featuring next-generation commercial real estate professionals who embody the organization’s core values. In each ad, the face of the agent is crossed with that of a powerful and dignified animal, showcasing the ferocity and precision of the agent. The ads also highlight a defining characteristic of the organization’s affiliated agents, such as “passion,” over the tagline, “it’s what separates us from the pack.” The new advertisements can be viewed on the Coldwell Banker Commercial website. “Dedicated agents affiliated with CBC are the inspiration behind the new mission, values and advertising creative,” said Jason Silfies, vice president, marketing and technology at Coldwell Banker Commercial Affiliates. “The ads are a powerful visualization of the drive and desire required to succeed in the commercial real estate industry.”