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Coldwell Banker Commercial Unveils New Brand Positioning – "Commercial to the Core"

Madison, N.J. 04-12-2016

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.” 

About Coldwell Banker Commercial Affiliates
Coldwell Banker Commercial Affiliates is a division of Coldwell Banker Real Estate LLC. The Coldwell Banker Commercial brand has been a premier provider of franchised commercial real estate brokerage offices, recognized globally as a company that puts the client first while delivering individual, distinctly different service. Coldwell Banker Commercial affiliates cover territory throughout North America, South America, Europe, Africa, Asia and Australia. Coldwell Banker Commercial is an industry leader in providing commercial real estate solutions that serve the needs of tenants, landlords, sellers and buyers in the leasing, acquisition, disposition and management of all property types. Each office is independently owned and operated. Coldwell Banker Commercial® is a registered trademark licensed to Coldwell Banker Real Estate LLC. For more information, visit: www.cbcworldwide.com.

Media Inquiries:

Nicole Epps                        
Coldwell Banker Commercial                 
973.407.7251                        
nepps@cbcworldwide.com                    

Evan Jordan
CooperKatz for Coldwell Banker Commercial
917.595.3056
ejordan@cooperkatz.com
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