CAAMP announces rebrand, new name

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The industry association announced a rebranding initiative, a new name, and a new slogan at the opening ceremonies of its national conference in Toronto, Monday morning.
“Something was missing,” Cindy Freiman, director of marketing and communications at CAAMP, told hundreds of brokers in attendance at the opening ceremony. “We had made all these changes but our brand was tired.”
With that in mind, the national association overhauled the brand and renamed itself Mortgage Professionals Canada. Its slogan is “we broker results.”
The process was put in motion last January; by February they had chosen Jeff Swystun of Swystun Communications to help with the rebrand. Swystun is known for his branding efforts behind Viagra. Past clients include Volkswagen, McDonalds, IKEA, and Pepsi.


“The name must … represent the entire membership,” Swystun said during the ceremony, noting that only 20% of CAAMP members hold the AMP designation. “The brand needed some help.
“We created a new brand … (and we) started with penning a new story.”
According to Freiman, the rebranding cost $6 per member.
For his part, former CAAMP Chair Dan Putnam said the board realized it needed a new brand, one that was unified and raised awareness in the broker channel.
“It’s been an exciting project,” he said. “Your board kept an open mind and asked lots of questions.”
CAAMP was able to keep the news under wraps, providing a sneak peak to past chairs last week.
Early sentiment about the change is positive among brokers.
“I think it’s a good thing,” Michael Mullis, a broker with The Mortgage Teacher, told “I used to struggle to explain CAAMP.”
  • Faisal Jamil on 2015-11-16 12:01:13 PM

    This is great!

  • Lisa on 2015-11-16 12:03:54 PM

    Love the name and the slogan. A fresh new look and name to open 2016 up with!!

  • randy andrews on 2015-11-16 12:07:49 PM

    great step forward...definitelg brands ourselves and our industry in a positive way...

  • Omer Quenneville on 2015-11-16 12:16:13 PM

    I think "Mortgage Brokers Canada" would have been better. "Mortgage Professionals Canada" is like we have two brands now. Mortgage Professionals and Mortgage brokers.. is a mortgage professional a broker as well? My two cents.

  • Omer Quenneville on 2015-11-16 12:18:45 PM

    Also, "Mortgage Professionals" doesn't distinguish us from the banks "mortgage professionals" which are really just sales people in brokers clothing.

  • Robert Perrier (DLC) on 2015-11-16 12:24:41 PM

    Great and awesome news!!! The impact will be very positive and well received by the public.

    Great decision guys!

  • John on 2015-11-16 12:27:21 PM

    Unfortunately that sounds like the name of a brokerage. The slogan sounds like a brokerage's as well. More confusion to follow as this newly named association drops "association" from its name.
    Have they ever heard of consulting their members before such a drastic change??

  • Keith on 2015-11-16 1:07:20 PM

    That logo is terrible... It looks like a showgirls head dress or from the statue of liberty...

    The name... Uninspired and I don't think it sounds like an association name.

    Also, what's with them now not having the summit outside of ontario? No Vancouver? Really? It's terrible. So much for being a national association.

    Well at least they are finally admitting that it's all about ontario for them.

  • Not impressed on 2015-11-16 2:07:03 PM

    Not good value for $70K+ in branding. I'd prefer they bought me a coffee.

  • Cory on 2015-11-16 3:24:18 PM

    This is a good thing. Better name, more streamlined, easy to visualize what the association stands for. Good change!

  • Warren Ross on 2015-11-16 4:18:25 PM

    I never had trouble explaining caamp, or amp because no one ever asked me. I don't think we needed a brand change. Just get rid of the amp designation since it has no value since 80% of brokers are surviving just fine without it and there is zero proof of any benefit.

  • John B on 2015-11-16 5:27:13 PM

    This new name and slogan sounds like a brokerage. Why would such a huge change be hidden from the membership? Shouldn't members be involved? I guess they know best. After all, when they rebranded as CAAMP that worked out really well...oh wait...

  • Romeo's Delight on 2015-11-16 8:52:16 PM

    "Swystun is known for his branding efforts behind Viagra"

    I guess CAAMP /CIMBL couldn't get it up so they went to the Viagra experts!

    I am struggling with this. First CIMBL. Then CAAMP. Now MPC!. Marketing 101. Keep your branding consistent.
    This looks like a brokerage. Not an association.

  • broker on 2015-11-17 12:43:31 PM

    Why didn't they just make a deal with CMBA and move forward?
    I guess they aren't really a mortgage broker association but are still primarily a lender/ aggregator group.

  • Westerner on 2015-11-17 1:23:41 PM

    Sounds like a brokerage, especially once you add the slogan in. Wold have been better to consult brokers, those who understand the business and what is supposed to be our association. Gotta hate big decisions coming down from the executive, without asking us for our input. Not good spending of our fees. Talk to CMBA, they seem to have it right.

  • Vejai Etwaroo on 2015-11-17 1:50:35 PM

    Why all the different associations? IMBA, CMBA, CAAMP. Why cant they make it one national Association and stop all these different associations. By having one one , a lot of money can be saved. These associations are only there to make money. One is enough. NAme change of CAAMP is a waste of our membership money.

  • Romeo's Delight on 2015-11-17 2:47:46 PM

    What is a real scandal is the colossal waste of money the AMP has been. 10 years of the AMP. Over $30 million collected from gullible Agents and Brokers and lenders. What happened to the money? CAAMP says 90% of the money went to advertising. Rubbish. I haven't seen anything but some ineffective commercials in the past. This is the real scandal. Now we have to put up with another name change and trust them to get it right? We should demand and deserve better.

  • John Bargis on 2015-11-17 5:04:48 PM

    It was brought to my attention that some readers of the above posts made by either of John B or John, may have been mistaken to be comments made by me....For the record, I was not the author, and only wish Mortgage Professionals Canada the very best with its long over due re-branding, and future endeavours.

  • Ross Kay on 2015-11-17 7:29:27 PM

    Look at this from the REALTORS perspective.

    The best professional sales reps/brokers spent decades building the REALTOR brand, fighting to hold others accountable and set the standard others could seek to reach.

    Then one day REALTORS woke up to find the brand they developed had been reduced to a One Buck REALTOR where zero consumer protections were included.

    Everyone knows the lowest common denominator is how the public views a profession. MBs, teachers and lawyers all know the damage done when the public views everyone as painted with a brush dipped in cheap paint.

    CAAMP has allowed the best in your profession a singular opportunity to transform your profession through the creation of a new organization where only the best can join, instead of everyone.

    A Standards of Practice, Code of Ethics and Trademarkable asset is what is really required.

    Certainly owning any domain that is the acronym of choice ending in .ca is also a minimum requirement.

  • Bewildered on 2015-11-17 11:21:29 PM

    What happened to third time is a charm? Definitely not applicable here.

    As others have said, this sounds more like a brokerage than an association representing brokers. They are still bowing down (or bending over) to keep their banks/RBC AMP's happy but doing little for the majority of members who are "mortgage brokers".

    I am only a member because my company requires me to be, and that has to change!!!

  • Bewildered on 2015-11-17 11:26:19 PM

    Also, wondering if Swystun did FCT's logo ... they look alike. Only, I like FCT's more.

  • broker on 2015-11-19 1:00:08 PM

    Hey Bewildered
    Your company requires you to be a member because they get a portion of your membership fee paid back to them.

  • Steve on 2015-11-19 1:25:45 PM

    losing the word association is a problem in my mind.
    the bigger question for "ex-camp" is who do they represent?
    lenders? brokers?
    lender reps?
    You will advocate very differently depending on who you let in the gates.
    As well, in my opinion, leadership positions get filled by persons with a salary... instead of perhaps the smaller fish which are more representative of the membership. Engaging the busy population in leadership questions will be important moving forward.
    Interested to see where we end up.

  • Steph on 2015-11-20 7:51:40 AM

    ZZzzzzzzzz. It appears somewhat desperate. the AMP designation contributes zero to my business. Hope they will bring some value to the table this time around

  • Anthony C. on 2015-11-20 9:34:12 AM

    Am I seeing this correctly...? They insert the word "professional" as part of the name rebranding and fail to see the irony of this word choice. I can only assume they didn't intend the faux-pas inherent in choosing the term "professional"...just as a reminder folks, we as agents, administrators and brokers cannot use the distinction "mortgage professional" in any of our advertising...

  • John on 2015-11-20 5:28:07 PM

    This is the death knell of what was formerly CIMBL and it is a shame. CIMBL accurately identified that it was an industry association, and when founded it did a good job. The re-brand to CAAMP - although perhaps the AMP was misguided - was an attempt to improve the overall imagery of the organization (it was unnecessary).

    We now have another new brand... and still no focus on what should be focused on. Giving an organization a new name does not give them new life, it does not change the fact that they are ineffectual at what they do.

    As the old saying goes... you can put lipstick on a pig, but it is still a pig.

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