CAN A BRANDING SHIFT HELP A REAL ESTATE FIRM DURING ADOWNTURN?

Last week, 53% of respondents to GlobeSt.com's Quick Pollsaid a branding shift would not help a real estate firm during adownturn. 47% indicated that it would help. Ken Morris, CEO andpresident of Morris Southeast Group/CORFAC International, isfamiliar with the effects of a brand shift, as his own companyunderwent changes years ago. He speaks about the benefits of such ashift below:

"I'm a big believer in branding in general. I follow marketingtrends, and I think in a competitive or down market when youpresent yourself in a newer, cleaner way or change affiliations,that's a news worthy event for an organization. Provided that theservice platform can be improved by that branding shift, it couldhave the affect of providing a jolt or boost to the missionstatement of an organization.