Truth
Emotional Inquiry revealed the human truth anchoring the category: homes are mirrors of and expressions of, individuals’ sense of self. Just as humans must constantly grow to thrive, individuals and families seek and find new forms of self-expression through the home. Moving is the most immediate form of this evolution. While it involves great personal risk, it also holds the potential for great reward.
Clarity
Action
The emergent brand strategy has served as the foundation for Zillow’s ongoing 2.0 evolution, with emphasis on creating an emotionally resonant marketing experience and, according to Zillow leadership, “changing hearts and minds” within Zillow by infusing the brand strategy into the internal culture and driving why employees are excited to show up every day. This most notably comes to life in Zillow’s latest ad campaign.
