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Centex Homes
During the boom of the housing industry, the Las Vegas division of Centex Homes was quickly and aggressively developing large-scale communities to meet the needs of the local market. And while it felt it was on a good path in terms of its product, it recognized that there was a greater potential to what it was offering the market, but it could not articulate this intangible quality.
Shook Kelley was brought in to 1) help position and differentiate an active adults community, 2) to rename a master planned community, and 3) to re-evaluate its approach to sales centers, in general.
In each of these studies, Shook Kelley provided insights on understanding the audience psychology, competitive forces, and market appeals. A strategy was developed for each brand, attributing unique value and meaning to their brand propositions.
Shook Kelley was brought in to 1) help position and differentiate an active adults community, 2) to rename a master planned community, and 3) to re-evaluate its approach to sales centers, in general.
In each of these studies, Shook Kelley provided insights on understanding the audience psychology, competitive forces, and market appeals. A strategy was developed for each brand, attributing unique value and meaning to their brand propositions.