Ride that wave...
A Berkshire Hathaway listing in Darien
"Good to Know" is the theme of a new nationwide campaign begun earlier this year to make famed investor Warren Buffett's Berkshire Hathaway holding company better known.
Consumers are starting to see the Berkshire brand in television and newspaper ads, Emily Steel and David Gelles reported today on nytimes.com.
Berkshire Hathaway HomeServices kicked off the national ad program with “Good to Know,” based in part on the notion that it is good to know that one of the most trusted names in business stands behind the group, nytimes.com reported.
More than ever, Mr. Buffett is promoting the Berkshire name instead of himself. In a marked shift in marketing strategy, he is pushing the relatively unknown name of his holding company to attract customers to his numerous businesses, according to nytimes.com.
While Mr, Buffett declined to be interviewed for the Time's story, its authors reported his comments on Berkshire Hathaway HomeServices' website hint at his aspirations for the brand.
“When people are making the decision of the magnitude of buying a house, it’s the biggest decision a great many families will ever make,” Mr. Buffett is quoted as saying. “They want to know who they’re working with, and we think that the Berkshire Hathaway name will be reassuring to many of those people.”
In Florida, Jeff Pareja, who listed his home for sale through Berkshire, said he selected the local agency because of its association with Mr. Buffett and he thought his home seemed more valuable advertised under the Berkshire Hathaway name, according to nytimes.com.
"What's important is that this is one of his organizations and it is overseen by him in one way, shape or form,” Mr. Pareja said of Mr. Buffett. “I want to ride that wave.”
I am with Berkshire Hathaway's Darien office.
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