One of the household responsibilities I've taken on is that of "remote control manager." I just don't need to hear about "losing another one to Ditech" and I've gotten pretty good at flipping to a few other channels and getting back to the program just in time to keep peace in the family. But, it stuck, didn't it; and I'll have to admit that, were I looking a mortgage, Ditech would be among the first providers that I would think of.

That's the way big companies with deep pockets brand themselves. They hook you with their tag line, or a catchy tune, or a little humor. They go for repetition. They make you identify with what they are selling. They try to create an emotional bond with you that makes it easier to trust them. That's a great approach, if you have millions to spend - but you don't, if you