Branding, Branding, Branding. That’s what we’re doing. Yessiree, we’re branding. Watch us brand. Oh, wait! “The campaign is designed to differentiate Countrywide from its competitors and provide the company’s more than 7,500-person sales force with the necessary support to reach its aggressive loan origination targets.” I’m so glad that their 7,500 loan officers will now be distinguishable from everyone else’s loan officers.
Here’s another key quote: “…building awareness of the brand will increase Countrywide’s ability to generate leads and create strong business partnerships, particularly because of the brand’s broad appeal to all people, including emerging markets segments of the population, single parents and jumbo home loan consumers.” EMPHASIS MINE. How do you differentiate when you are trying to appeal to everyone? Sigh. Don’t you just love press releases?