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  • Coping with uncertainty

    Kennedy Wilson auctions large numbers of homes on behalf of banks. Sadly, as the economy tanked, the number of homes being sold at auction was increasing. And so was the competition.

    It’s an industry that tends to blare at you. But when you’re selling residences, blaring isn’t always appropriate. Our mutual goal was to keep Kennedy Wilson visible and noticeable, but to give customers a reason to feel more comfortable with them than with the “screaming” auctioneers who approach home sales like carnival barkers. Great deals? Maybe. But trust? Not so much. And that’s bad for KW’s brand, and for the banks’ brands as well.

    The result: We gave KW a “residential” tone with a more upscale approach. All without losing the powerful visual and verbal messaging. Thus repositioning them as offering more than just a cheap deal. And increasing customer confidence.

 

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