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Will Quicken Loans simply rebrand to Rocket Mortgage already?

Will Quicken Loans simply rebrand to Rocket Mortgage already?

Quicken Loans launched Rocket Mortgage in November 2015, spent billions ever since then building the Rocket brand, unseated Wells Fargo year that is last America’s top retail mortgage lender, redid the Rocket brand this current year, and rolled up all consumer finance divisions associated with the business into Rocket-named brands.

So it is no real surprise the $185 million remodeling of Cleveland Cavaliers arena—known as Quicken Loans Arena until now—will launch with Rocket branding.

The newest title is Rocket Mortgage Fieldhome, and this would probably bring Quicken Loan’s branding journey back to where it started.

Fast history in the Quicken Loans brand name:

Dan Gilbert founded the ongoing 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 straight back from Intuit but has held licensing the Quicken Loans brand from Intuit every one of these years.

Meanwhile they invest about 50 % a billion per year to fuel the Rocket brand name, and now we’ve got this week’s Rocket branding move with the Cavs arena, which Gilbert additionally has.

It seems like an extremely rational progression toward Rocket replacing 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.