by bgetch.

OVERVIEW: Current slump nothwithstanding, the explosion of home ownership, residential construction and home values have turned builders into brands. Centex, Toll Brothers, Pulte are climbing the brand equity chart.

Recently, another large builder, BeazerHomes, was the subject of stories in North Carolina related to minority-lending practices and foreclosures. There were other questions about loan originations. The FBI subsequently began an inquiry. The company steadfastly denies any wrongdoing as the CEO also talked about doing business in a “very difficult operating environment.”

RESEARCH QUESTIONS:

1. Have the major home builders crossed the threshold into consumer brands with distinctive attributes in the minds of prospects?
2. Do homebuyers make distinctions or value purchasing judgments beyond location, price and quality? If so, how might the Beazer news affect prospective new home buyers?

Posted in Beazer Homes, Companies Tracked | Print | No Comments »

by bgetch.

OVERVIEW: Fascinating developments at Siemens in terms of brand, reputation and timing. The conglomerate was set to begin a national print advertising campaign highlighting its contributions to American life. With its CEO resigning and the bribe scandal still percolating in Europe, does it make sense to begin a broad, U.S.-centered brand and reputation campaign?

RESEARCH QUESTIONS:
1. Will target groups make distinctions relative to a brand/reputation campaign in one corner of the world (U.S.) while another is under fire (EU/Germany)?
2. The power of stakeholders: Siemens is attributing much of its troubles to German unions, specifically the resignation of its CEO. How can one group wield so much power?

P.S. Jack Bergen (my old boss at GCI in NY when I was a mere cub) is Siemens SVP of external comm and marketing. Interesting that he is attributing much of Siemens trouble to German unions and separating U.S. operations from the bribe issue. I left GCI to take a speechwriting job with Grumman. Jack was Cap Weinberger’s speechwriter.

Posted in Siemens | Print | No Comments »