So you don't think brand is important

As you know, sometimes I like to just share dumb stories from my day that relate to our work in real estate. Today I realized (or remembered as the case may be) that I am a slave to the brand name.

Of course this is not a new affliction. I remember begging my mother for the Nike shoes when the KMart ones would have worked just as well (at 8 I wasn't any more of a world-class athlete than I am now) and throughout high school I was known with the guy who had to have an alligator or a polo player on his shirt. Brand has never been too far from center on my radar screen.

But today trumped those. I finished a lunch appointment and had a few hours left over before I had to be somewhere else. I decided, as many mobile professionals do, that today I would spend the time in the coffee shop sucking up wireless while I sucked down $4 latte.

My bet is that by now you have figured out what brand I was seeking - Starbucks. Armed with my phone/GPS/lifesaving device I found the nearest one and made my way there. Looking at the map it didn't seem that far...but then I remembered that the map is about 1/1000 scale.

So I drove...and drove...and drove. I am certain I passed 50 other places where I could have easily stopped to do my work. Chances are good I gave back 20 minutes to travel from point A to B. Why? Because I was convinced the only place I would have the "right experience" was at a Starbucks. That's the power of a brand name.

Brand matters. Our brand matters. When 99% of people can recognize Coldwell Banker in a blind survey, it matters. When people see blue when you say it, brand matters. When you go on a presentation and they already know you are going to talk about technology because of brand....it matters.

Will they drive 20 extra minutes for it? That is the $64,000 question. Keep going out there and asking it, and we'll keep working to make sure the answer is yes. Given the amount of caffeine I ingested today - I may have it all figured out by morning.