Quicken Loans launched Rocket Mortgage in November 2015, invested billions since that time building the Rocket brand name, unseated Wells Fargo just last year as America’s top retail mortgage lender, redid the Rocket brand name this current year, and rolled up all consumer finance divisions regarding the business into Rocket-named brands.
So it is not surprising the $185 million remodeling of Cleveland Cavaliers arena—known as Quicken Loans Arena until now—will launch with Rocket branding.
This new title is Rocket Mortgage FieldHouse, and also this would probably bring Quicken Loan’s branding journey back to where it started.
Quick history regarding the Quicken Loans brand name:
Dan Gilbert founded the business as Rock Financial in 1985, offered to Intuit in 1999, and adopted Intuit’s Quicken branding in order to become Quicken Loans. In 2002, Gilbert purchased the business back from Intuit but has held licensing the Quicken Loans brand from Intuit all of these years.
Meanwhile they spend about 50 % a billion each year to fuel the Rocket brand name, and now we’ve got this week’s Rocket move that is branding the Cavs arena, which Gilbert also has.
It seems like a really progression that is logical Rocket changing Quicken Loans—maybe earlier than we think.
They refined the Rocket logo to a modern, clean look that can apply to all finance and real estate services, including Rocket Mortgage for home loans, Rocket Homes for home buying/selling services, Rocket Loans for personal loans, and Rocket HQ for credit report and financial advice when they launched Rocket’s new branding January 31, 2019. Read more