Scotsman Guide recently published Paul Lucido, PRMG National Marketing Director’s editorial; Building Brand Equity Through Culture.
Lucido is a 20-year veteran in the industry, and 7-year PRMG employee, whom is well known in the marketing and advertising side of the mortgage industry. During his time as First Magnus Financial Corporation, he led a creative team of well-seasoned marketing professionals and was consistently awarded Best Advertising Design in 2002 - 2003 and Best Advertising Concept in 2004.
Along with his experience in marketing and advertising as well as knowledge and constant research on culture, Paul has been a major advocate and champion of building brand equity through culture at PRMG and also within the mortgage industry; speaking on the topic at several industry events.
"Culture is something that doesn't happen overnight. It is not big bang theory, rather it is something that is earned through the actions and behaviors starting from the top down", said Paul Lucido.
Today, culture is something that many companies advertise they have. The topic has become saturated as many of these advertised cultures are not organic. Organically grown culture with true family values is the foundation of PRMG and has allowed the Southern California based lender to continuously expand its message of core values through its employees nationwide.
To view the editorial, please click Scotsman Guide below.