Episode 89: Harnessing Brand Power: Taylor Morrison's Marketing Dexterity

The concept of “brand” can be a bit vague. At its core, it is a service or product that some part of the public can identify as uniquely yours. It is what you do, what you provide. It sets you apart, and people want it. Think Apple and iPhones; think Lululemon and translucent leggings. Or think Google and mapping software that lets you know there’s a Starbucks on the street where you are about to turn right. (Hey, Google, there is always a Starbucks at the corner. You’re not helping.) Taylor Morrison is one of the biggest home builders in the nation. A few years ago, they wanted to refine their brand. Stephanie McCarty is Taylor Morrison’s Chief Marketing and Communications Officer. CEO Sheryl Palmer tapped Stephanie a few years ago to refine and modernize the builder’s brand. Stephanie’s mission is to ensure home shoppers know what they can expect when considering a Taylor Morrison home.  On this episode of the New Home Insights podcast, I talk brand with Stephanie, and tons more. We get into buyer segments and market niches, media usage and strategies, data analytics and market research, and online and in-person sales strategies.