Renamed loan site iOwn starts $10 mil campaign

Cuneo, Alice Z.
April 1999
Advertising Age;4/19/1999, Vol. 70 Issue 17, p73
Trade Publication
This article reports on the decision of Internet company HomeShark to change its business name into iOwn in 1999. The company is making the move to allow more leeway in the types of businesses it enters beyond home loans. According to senior vice president of marketing Barbara Heinrich, iOwn captures the emotional implications of achieving ownership of a home and other major purchases.


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