CoreLogic to become Cotality in global rebrand
Property analytics company CoreLogic is undertaking a global rebrand including a name change to “Cotality” . Chief brand and communications officer Kristie Vainikos Stegen told Mumbrella it was time for a major change as part of the company’s “transformation journey”.
The newly minted Cotality says it is on mission to become a leader in the property industry.
With operations in Australia, New Zealand, the US, UK, Canada, India, and Germany, the company has said it will build on the “trusted legacy” developed by CoreLogic.
The new name draws upon the company’s approach of “totality” — in that it delivers comprehensive data — and “vitality”. Along with the new name comes a new logo and brand identity.
It is also said to reflect the company’s commitment to collaboration and connectivity, both internally and externally.
Vainikos Stegen told Mumbrella the company’s culture had changed, and the rebranding comes as a great way to “put a stake in the ground” and acknowledge the transformation.
Key moments that stood out to her in Cotality’s transformation journey include when it went private in June 2021.
“One of the reasons I came to Cotality, formerly CoreLogic, was to help our CEO really work on that culture piece. We had a vision of really being one of the best places to work, building a culture where we were very people-focused.”
Subsequently it received an accolade from Glassdoor as one of the best-led companies in the United States.
Vainikos Stegen said the company is using machine learning and other AI to give it a “unique vantage point”.
She said that the core of the business will not change, but will provide news way to “unlock” data.
Alongside the new name sits the new tagline, ‘Intelligence Beyond Bounds’, which according to Cotality serves as both a first impression and a power expression of its identity.
And from a branding perspective, Vainikos Stegen said having one global brand is critically important.
“We’re trying to lean into the globalness of our company, despite operating in several markets outside of the US, we didn’t have as crisp of a global articulation of a brand,” she said.
“But this rebranding is allowing us to make sure that no matter where we are, we’re on the same page.”
Right now, the rebrand will be an evolutionary process, according to Vainikos Stegen, with the global website (which at this stage, will not include Australia) due to launch on March 31.
Australia and “other markets” will move to the new website in a few months.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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CoreLogic
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Kristie Vainikos Stegen
Lisa Claes
Patrick Dodd
Probably should trademark it!
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One of those “it made sense at the time” names
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