Navigating A Rebrand and Finding Your North Star with David Marine, CMO of Coldwell Banker

Eighteen years ago, David Marine was a down on his luck job applicant. The recession had hit hard, he needed a job to provide for his wife and child. Luckily, an ad for a gig at Coldwell Banker caught his attention and, as they say, the rest is history. Today, David serves as the CMO of Coldwell Banker, one of America’s oldest and most respected real estate companies. On this episode of Marketing Trends, David takes us through his story and he talks about guiding Coldwell Banker through its first rebrand in decades, why it wasn’t something he set out to do and why your brand must match your identity.

Takeaways

• If your brand has been around for decades, you need to continue to push the envelope and continue to innovate
• Your brand must match what you’re bringing to the table. If your client can’t get past your image, they won’t see your other assets 
• You need to be able to pivot your campaigns to reflect the current narrative. If you don’t, you risk being tone-deaf

---

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.