Just saw one of the new Century 21 ads, a part of their "Agents of Change" campaign. It was surprising that the golden jackets are included. Not only included, but an agent looks into the camera and shouts out to the world how proud he is of his magic jacket. So, even the agents of change haven't changed, entirely.
It seems like this would have been a great time to rethink the jacket thing, as a part of the campaign. A home is the largest purchase of a lifetime for most buyers. Isn't it a little weird to spend hundreds of thousands of dollars with someone wearing a uniform just a step up from a Walmart smock? (Not that there's anything wrong with a Walmart smock.)
This would have been an excellent time to re-think the jacket strategy. Dumping the C21 uniforms would have generated boku publicity. No customer would shed a tear. And we could all remember them fondly, like Ted Knight.
4 comments:
I think you are being very narrow minded with your views on the "Gold Jacket." Century 21 is a step above when it comes to Real Estate...when people see the gold jacket they know they are dealing with a professional. You compare Century 21 to Walmart, but you attomatically thought of the blue smock when you thought of Walmart...its called brand recognition!
I agree! The Gold Jacket is a good way to show people we are professionals. It is also a very good way to show that our company serious about their business. We all should wear it with pride!!!
Century 21 had just about done away with the jacket, but it is now making a comeback for the Brand Recognition. I have mixed feelings about the jacket. It is a very ugly color that does not do much for anyone. If they want to bring the jacket back maybe they should have gone with a back jacket with the gold emblem.
Well The jacket is back but from what I here the logo is about to change some how. I make signs for C21 agents and I just delivered 100 signs. They told me that in the next month or two they will need new ones with the new logo on them...
GUIDO
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