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Charles Tarbey: C21 rebrand an evolution, already paying off

28 September 2018 Tim Neary

Century 21 recently repositioned its brand and launched one of its largest marketing campaigns in Australian history to promote itself. This investment is already benefitting its offices and helping to strengthen the network.

Owner and chairman Charles Tarbey said that C21’s focus is on ensuring that its value offering to agents is as strong as it can be.

“Our marketing clearly promotes and differentiates our offices in the field,” the chairman told REB.


“I believe that growth will take care of itself if we do these, and other little things, right.”

Mr Tarbey said that the new identity was a part of the brand’s evolution in the region.

“The new brand is built around our new standard of defying mediocrity and delivering extraordinary real estate experiences to consumers.”

Mr Tarbey said that the logo was reflected on the iconic brand, but also pointed to the future in a fresh way. He said that the new logo “pays homage” to the iconic nature of the Century 21 brand across the world.

“It was also pleasing to see that the logo will be shortened to C21, as other businesses have had a great deal of success shortening their names and capitalising on how consumers describe their businesses,” Mr Tarbey said.

The rebrand will also update Century 21 offices to have a modern upmarket feel in keeping with the brand’s offering to the market.

“When the rebranding announcement was delivered in front of over 2,400 Century 21 agents in Florida, our global CEO received a standing ovation from the entire crowd. The passion and excitement in the room was palpable,” Mr Tarbey said.

Mr Tarbey said that this is an exciting time for the brand.

“Century 21 was always focused around delivering positive and modern real estate experiences to consumers. This is the next evolution of that promise and we couldn’t be more excited about the future.”

Charles Tarbey: C21 rebrand an evolution, already paying off
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