Pacific Union Real Estate

Pacific Union was founded in 1975 to be a different kind of real estate firm. They prefer to create industry standards rather than follow legacy or convention. The essence of the Pacific Union brand is Elite Performance. Driven from within, it is a competitive commitment to the highest standard of excellence. It invites energy, passion, inspiration, teamwork and trust. It is not limited by geography or price point. It engages imagination and innovation, and it commits people to common goals and extraordinary efforts.

Pacific Union supported the Artemis Racing team, helping celebrate the historic arrival of the America’s Cup to San Francisco. Both Artemis Racing and Pacific Union have cultures of intense excellence, teamwork, and making ‘extraordinary’ their benchmark for achievement.

Social convention and human nature lead us into a trap of conformity where all brands seem similar. And it works to some degree, because there’s comfort in conformity. But in the long run, conformity is the kiss of death for a brand.

Successfully marketing a brand isn’t just about having a superior product, it's about disrupting the conventions of your industry. It’s about introducing your brand in a highly differentiating way that establishes it as the preferred choice and positions it in such a way that no other company can copy it.