Chris Koerner spots a neighborhood sign while cycling and uses it to critique D.R. Horton's branding strategy. He argues the builder's poor reputation makes prominent signage counterproductive, since buyers already skeptical of the company will use it to confirm their doubts.
So I'm out on a bike ride and I saw something that stopped me in my literal tracks and I had to show you guys. This sign is a masterclass on what not to do when trying to brand a company. Dr. Horton has this type of a reputation when it comes to home building. They're terrible, but they're proud. They think that they're better than they are and so they put their name on these signs. Not having any self awareness about what type of company they actually are, they'd be better served not putting their name on the sign. So when people drive into the neighborhood to shop for homes and they see homes and they actually end up liking it and they think, huh, oh wow, this is Dr. Horton. I didn't know Dr. Horton homes were nice and they might buy it, but if they see this sign before they enter the neighborhood, then they won't even enter the neighborhood. Or if they do, they're going to have confirmation bias and every home they look at will be through the lens of oh, this is Dr. Horton or this is Dr. Horton. Confirmation bias is a real thing. Branding is a real thing. Get it right. Follow me for more ideas like this.
