“I’d like some Moskowitz, please!”
April 18, 2007 2 Comments
For years, I heard the ads on the NYC radio airwaves. “We don’t arrange loans, we make loans! We write the checks.” It was the M.L. Moskowitz company, pitching their services.
Suddenly, a few years back, I began to hear the same pitches but under a new name. Equity Now. Somebody at this company “gets it.”
If I’m in the market for a home equity loan, I’m not looking for a Moskowitz. I’m looking for a loan against my equity. Now. Many companies make the mistake of branding their organization with the name(s) of the founder(s). Big mistake. It’s not about you. It’s about me, the customer.
They took the company name, and, by re-branding, aimed it properly – at the felt need of the audience. With a more-than-implied promise – NOW.
Since I’m compulsive about these things, I listened carefully to make sure that I had, indeed, witnessed a smart branding move. Sure enough, at the end of the radio blurb – “Equity Now is an M.L. Moskowitz company.”
Have I ever called them? No. Am I likely to? Not that I can anticipate. But did they get my attention with that little branding twist? Sure enough. And now they have yours also.