BACKGROUND
About this work. Although the brand positioning as defined in this document is focused on mortgage, the framework is flexible enough to accommodate the company's additional financial verticals. The messaging strategy we've created more or less transcends these verticals and focuses on accurately communicating the differences in Total Expert's mission, vision and product. We've also made a strategic shift in tone to make Total Expert's messaging exude the empathy that's built in to the company's unique human approach.
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