“What are you going to be to the consumers and what are you going to be perceived as by your customers.”
For United, it was really key to get the brand promise in alignment for both brokers and agents as well as customers.
“You don’t want to launch a brand half heartedly. You have to do your home work.”
How you achieve congruency with the brand you build depends on what your commitment is. To continually evolve and stay connected to the consumer while keeping the brand promise intact is the primary goal to grow and adapt as the landscape and consumer evolve.
United went outside the industry as well as via consumer portals to determine how companies intelligently understand consumer interaction with online brand.
Find out how they’re innovating for the brokers and agents to simplify their experience and delivering their brand promise not only to the consumer, but the the agents who serve them.
Thanks for listening,
About Dan Duffy:
Chief Executive Officer
Dan Duffy joined United Country as part of a successful effort in February 2006 to secure growth capital to support the rapid growth of the United Country system. He serves as the Company’s Chief Executive Officer and Chairman of the Board of Directors. In his role as CEO, Dan is principally responsible for the establishment and execution of a long-term strategy for United Country designed to deliver competitive advantage to United Country franchisee partners as they operate in their local markets and serve their clients.
Prior to joining United Country, Dan spent nearly 20 years focused on serving clients in a number of senior executive positions. Most recently Dan served as the President and Chief Executive Officer of Microsoft’s “2005 Global Partner of the Year” and largest North American Microsoft Business Solutions partner with over 20 offices serving 12,000 clients across the United States and the U.K.
Prior to his tenure in the technology services market space, Dan served as the Chief Development and Financial Officer of an online business-to-business exchange serving the auction and brokerage market for industrial equipment and was a founding member of the Chicago practice of The Center for Strategic Transactions, a division of Ernst & Young L.L.P., providing strategic and corporate finance advisory services to Fortune 100 companies as well as high growth technology, product and services organizations across multiple industries.