Branding a personal finance rocketship — Casey Hurbis // Rocket Mortgage

It's every marketer's dream to build a brand that becomes a household name in fame and sales. Some marketers think it is about following the data and experimenting, while others believe the creative side of marketing is more important. Whichever group you belong to, here's a question: would you take a 20 million dollar bet on a 60 seconds Super Bowl ad spot, and how will you make it work? Listen to Casey Hurbis, CMO of Rocket Mortgage, as he talks about the science, art, and courage of building the Rocket Mortgage brand.
About the speaker

Casey Hubris

Rocket Mortgage

 - Rocket Mortgage

Casey Hurbis is Chief Marketing Officer at Rocket Mortgage

Show Notes

  • 02:22
    How was the Rocket Mortgage brand built to become a household name?
    Its all about hustling like a startup, even if youre a 37-year-old company.
  • 04:19
    The foundational values that drive Rocket Mortgage
    The company has isms that are simple but anchor the day-to-day of the company from top to bottom.
  • 07:23
    Why take a bet of tens of millions for a sixty seconds Super Bowl spot?
    Superbowl advertising is a risky move, but it's calculated in that, you know, you've got millions of eyeballs. But to be an advertiser in the Super Bowl is not for the faint of heart. It's about a 20 million 60 seconds bet.
  • 11:25
    How frontline marketers can deal with stakeholder feedbacks
    Understand the customer and the client - the customer from a messaging standpoint and also the client. Great marketing is still a perfect blend of art, science, and courage.

Quotes

  • “Thirty-seven years later, we are a 37-year startup. And it started with Dan Gilbert's vision coming out of Michigan State. Along the way, Dan sold the company to Intuit and repurchased it from Intuit in 2002, and then a new era was born.” - Casey Hurbis

  • "These simple sayings embody our spirit and culture; they're called isms, and there are 20 of them right now. They're very simple. It's yes before no, obsessed with finding a better way, every client, every time, no exceptions, no excuses, a penny saved is just a penny. They go on and on. And it's woven into the fabric of who we are." - Casey Hurbis

  • "Superbowl advertising is a risky move, but it's calculated in that, you know, you've got millions of eyeballs. You know there will be that lift, the day and the subsequent after. You've got an extensive campaign, playing the water cooler game before, during, and after the game. That's where you get the lift." - Casey Hurbis

  • "To be an advertiser in the Super Bowl is not for the faint of heart. It's generally 50 to 65 advertisers every Super Bowl Sunday, on average, let's say a 60 seconds spot; nowadays, we'll call it 10 million. Ten million for the 60 seconds plus all the digital and social production. It's about a 20 million 60 seconds bet. It is not for the faint of heart. As a CMO, it's the most exciting and painful 60 seconds of my year cause of all the work that goes into it." - Casey Hurbis

  • "I see brands that may be in the game, and they run their 30 or 60, but then they're forgotten almost the next day. That's a bigger risk than going in and just spending that money and being overlooked in a short amount of time. It's the world's biggest stage. You have to take risks, and you have to make sure that you're doing something epic. It has to be relevant and clear, and people will talk about it before, during, or after the game." - Casey Hurbis

  • "Great marketing is still a perfect blend of art, science, and courage, and no one should lose sight of it. The science of marketing is very important, but you still need that qualitative intestinal fortitude regarding the art and courage." - Casey Hurbis

About the speaker

Casey Hubris

Rocket Mortgage

 - Rocket Mortgage

Casey Hurbis is Chief Marketing Officer at Rocket Mortgage

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