The Bozzuto Group, a diversified real estate company, needed a positioning that would embrace the founders’ values while striking a chord with customers, partners and more than 1,000 employees.

Insight
Leadership sessions and industry interviews revealed that the core values and down-to-earth honesty of CEO Tom Bozzuto, truly represented the heart of the company. Then, customer research uncovered an insight: in an industry people regard with skepticism, Bozzuto was given credit for keeping its promises.

Approach
After working to find the perfect words, we realized the right positioning came down to just one: “Integrity.” Combined with a plain-speaking style and the new tagline “Founded on Values. Built on Integrity,” the foundation of a fully integrated communications program was set.

Results
A strong, unifying positioning that supports the marketing and messaging needs of all six Bozzuto divisions.