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Ten: Elizabeth Kosich on Branding and the Future of CORE

Shaun's Soapbox // Jun 19, 2013

Welcome to Ten, CORE founder and CEO Shaun Osher‘s rapid-fire interview series with prominent CORE figures. Read on to find out how this week’s subject deals with being on the hot seat.

CORE has set the standard for the importance of holistic branding for New York City real estate brokerage firms. Elizabeth Kosich, CORE’s Director of Marketing and Digital Strategy, is an expert in ensuring brand alignment across all media platforms. Since joining CORE this past spring, Elizabeth has been an integral part of our success.

1) How long have you been working in the marketing industry? kosich headshot 1

I’ve been in brand marketing for nearly 20 years.

2) How did you get into the business?

In 1994, I started branding Silicon Valley start-ups and haven’t looked back since. It’s such fun work to build brands, especially the creative aspects of the process.

3) Why did you join CORE?

Besides being an exciting company, CORE is at a critical point in its brand development. CORE has achieved such a strong brand presence within a short period of time, which is truly remarkable. Moving forward, however, it’s important to anchor the brand with a strong foundation so that its identity is preserved and remains intact as the business grows. That excites me.

4) What is your greatest daily challenge?

Other than there not being enough hours in the day, maintaining a consistent brand identity is an ongoing challenge. CORE gets tremendous exposure across multiple marketing channels (print, web, press, Selling New York, etc.) so maintaining a holistic and coherent brand image requires a daily dose of discipline, focus and consistency.

5) What do you envision for CORE in the future?

CORE will always be a distinct brand known for leveraging new technologies in how it does business. Currently, we’re working on several exciting, innovative initiatives so stay tuned!

6) How do you think social media has affected the real estate industry?

Like other industries, social media has had a massive impact on real estate. Thanks to the internet, the consumer now relies less on agents for information, counsel and guidance. This is why I believe the industry is trending toward consumer experiences. Moving forward, an agent’s added value will be in enhancing a buyer’s or seller’s experience before, during and after the transaction.

7) What have you learned – either professionally or personally – since joining CORE?

CORE is a boutique firm that makes a surprisingly big impression given its scale. This is a wonderful reminder that it’s not about being bigger, but about being better. Quality trumps quantity, always.

8) Where do you find inspiration?

New York is an endless source of inspiration and living here is an incredible experience each and every day. I absolutely love this city and the life I’ve created.

9) What do you like to do for leisure?

Girls’ poker night, every month, for nearly 10 years. Which explains why I’m (very) late to work one morning out of every month!

10) Do you have a question for me?

Besides CORE, what brand inspires you most and why?

The Virgin brand inspires me most because it is authentic, innovative, consistent and a true reflection and extension of Richard Branson’s vision.