It was time for Quicken Loans to have a blog.

We just didn't know what to blog about.

Mortgages? Finance? Credit? Real Estate? Ummm. Boring.

We really needed to come up with a theme for our blog that could show the things Quicken Loans does best. Focusing on our core business just didn't seem to have the appeal we were looking for.

Then it dawned on us.

What makes Quicken Loans special isn't our mortgages. It's our people. It's the things we care about. We call it being the DIFF.

And with that, the DIFF blog was born.

It's a blog that embodies the values we care about at Quicken Loans. Some of our stories come from within the company. Most come from the world. We even encourage guest bloggers to submit stories.

But we were worried. Companies joining the blogosphere risk criticism and negative feedback. From being called fake to boring, you never know what will happen.

The opposite happened. We got plenty of positive attention.

The blog was less than three weeks old when Typepad picked it as its Typepad Featured Blog, calling it "a beautiful new site from the folks at Quicken Loans, which takes a unique approach for a corporate blog."

Chilibean, a blog out of South Africa summed it up: "This blog highlights a reason for blogs that many people overlook. Blogs are not just to talk about your business. They are also an opportunity to talk about your culture, corporate or otherwise, and talk about those things you find on the Web and elsewhere that illustrate what you are about." WWJ radio in Detroit called it, "one of the more innovative corporate blogs."

There are lots of people and things in the world that make a difference. We plan to write about them.

Credit Information
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Client: Quicken Loans
Agency: In-house
Budget: Undisclosed
Date of Campaign: Nov. 2006 to Present
Case Study URL: www.whatsthediff.com