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Donny Brook Homes came to us to build a strategic brand that would help them
stand out in the home-buyer's mind from the hundreds of one-man small builders
and the corporate mega-builders dominating the market.
After creating the initial positioning and identity for Donny Brook Homes, a
mid-size Atlanta homebuilder, Whole Brain got to work on the positioning and
identity for Donny Brook's very first self-developed community - Charleston Park.
Charleston Park is a quaint, old-fashioned community nestled quietly among acres
of audacious McMansion-style communities. Its picnic bench and playground
neighborhood is ideal for families, but its petite three bedroom homes (thanks to
zoning restrictions) are more suited to single moms and "empty nesters."
Marketing identity crisis? Heck no. The original-thinking result of the
positioning for Charleston Park: Don't market to a target group: market to
target individuals. Charleston Park is so unique and refreshing - we created a
positioning that spoke to the down to earth iconoclasts that exist in every
demographic group.
Hence the tag line:
"Charleston Park. Not for everyone. Just perfect for you."
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