--_005_BL0PR14MB3572B95631C3B604AE7A7897A5F49BL0PR14MB3572namp_ Content-Type: multipart/alternative; boundary="_000_BL0PR14MB3572B95631C3B604AE7A7897A5F49BL0PR14MB3572namp_" --_000_BL0PR14MB3572B95631C3B604AE7A7897A5F49BL0PR14MB3572namp_ Content-Type: text/plain; charset="Windows-1252" Content-Transfer-Encoding: quoted-printable Hi Tim, Let=92s move forward quickly with the research if you haven=92t already. As= king that you provide an opportunity for Andy and I to weigh in as we both = have tons of experience in consumer testing. Thank you! Ru Murakami Yun Head of Marketing Please note my email has changed: ru@TheKey.com (917) 841-5737 TheKey.com [TheKey] From: Timothy Thomas Date: Monday, April 11, 2022 at 8:53 AM To: Ru Yun Cc: Dan Watson , Tim Thomas , Ken Citron , Andy Feldman , Nina Kani Subject: Re: Estimate for branding strategy validation Thanks Ru. To clarify on your point about HCA in the past - We did create a= french brand here - www.montrealsoinsadomicile.ca A french descriptor might be sufficient but it seems to be the point of the= research is to see how much of an issue it is. Best, Tim On Fri, Apr 8, 2022 at 10:48 PM Ru Yun > wrote: Hi Tim, Thanks for sharing! Adding Ken, Nina and Andy for visibility. A note that our trademark application in Canada for =93TheKey=94 has been o= n a track since July 2021 and anticipate our application will be reviewed t= his summer. Canada has a very long timeline/process. Nina, is there a lega= l requirement to translate our business name to French? I think a brand=92s= workaround in French Canada has been dependent on the registered trademark= name. Tim had brought up an excellent point on consumer and client sentiment =96 = a French-named company may have a better response and feeling of trust loca= lly. Though I=92d say that it is pretty obvious through our channels/tools = that we are an American company. There=92s an argument to be made to keep u= s uniform as TheKey from an operational efficiency perspective even as we e= xpand our footprint in English language countries. I am more of the mind to= not change our name and add a French descriptor to TheKey similar to how i= t=92s been done in the past for HCA. So, while I believe consumer research is a great idea not sure if $10.8K CN= D is well spent unless we believe the outcome will inform the business deci= sion. Tim, I=92m ooo next week and don=92t want to leave this dangling so I=92ve = added Andy more so that he=92s got a deep background on consumer insights/r= esearch and might have a POV. Ken will surely have one! Thanks. Ru Murakami Yun Head of Marketing Please note my email has changed: ru@TheKey.com (917) 841-5737 TheKey.com [TheKey] From: Timothy Thomas > Date: Friday, April 8, 2022 at 10:24 AM To: Ru Yun > Cc: Dan Watson >, Tim T= homas > Subject: Fwd: Estimate for branding strategy validation Hi Ru, As you might recall I recommended we reach out to a marketing firm here in = Quebec to assess how best to utilize TheKey brand wi