efforts. “Our brand position is kind of encap-
sulated with the tagline ‘homebuyer’s best
friend’. That wasn’t developed superficially;
we really did take a very hard look at ourselves
and also what customers were looking for and
expressed our brand communications on those
truths,” Hudson said.
Being among the Canada’s Best Managed
crowd also offers a level of credibility, engen-
dering a sense of trust not only among their
customers and partners but also prospective
employees. “It points to the fact that our posi-
tion in the market is strong and it’s strong for
a reason; that we show dedication to our cus-
JAN/FEB 2015
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business elite canada 51
