CitiMortgage (div. Citigroup)

When Citicorp and Travelers merged to create Citigroup, Citibank Mortgage was tasked with building a new subsidiary brand to fit the new corporate architecture. Cohesion helped rebuild the brand as CitiMortgage and developed a position that created unique equity for the new subsidiary, while staying closely tied to the parent brand. Citigroup was built to […]

When Citicorp and Travelers merged to create Citigroup, Citibank Mortgage was tasked with building a new subsidiary brand to fit the new corporate architecture. Cohesion helped rebuild the brand as CitiMortgage and developed a position that created unique equity for the new subsidiary, while staying closely tied to the parent brand. Citigroup was built to be a cross-selling engine, with every financial service available under one roof. Cohesion positioned the new CitiMortgage as the center of the consumer financial relationship—a springboard into every other Citigroup financial product and service. CitiMortgage has since grown to become one of the nation’s largest consumer mortgage lenders. As the foundation consumer relationship, CitiMortgage has become a feeder source for other Citigroup brands, such as Smith Barney, Citi Home Equity and Primerica.

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