--00000000000038d2c7058baf0ba0 Content-Type: text/plain; charset="UTF-8" Content-Transfer-Encoding: quoted-printable Hi Tim, For an update, I reached out to Megan Heinen, Director of Corporate Marketing, and she will be updating the evolution powerpoint to include the competitor slides so that you can analyze those results. Once this new version is created, I will share it with you. Thank you for your time. Best, Katelyn Martin On Fri, Jun 14, 2019 at 2:00 PM Barbara Schuh wrote: > Yes, the testing fared much better. Katelyn, do you have those slides? > > Barbara > > On Fri, Jun 14, 2019 at 3:51 PM Tim Thomas > wrote: > >> Hi Barbara, >> Thanks for this. Question...was there any retesting of new logo/color >> against the competition to compare the improvement in brand perception? >> >> Tim Thomas >> Soins =C3=A0 Domicile / Home Care Assistance >> 514 907 5065 >> >> Begin forwarded message: >> >> *From:* HCA News and Updates >> *Date:* June 14, 2019 at 3:58:16 PM GMT-4 >> *To:* undisclosed-recipients:; >> *Subject:* *HCA Brand Evolution* >> *Reply-To:* rgesher@homecareassistance.com >> >> Hello, >> >> Thank you for your patience, as I know many of you have been waiting for >> updates on the new logo. To begin, I am sorry for the lack of transparen= cy >> and communication around this issue. We learned a valuable lesson and >> appreciate all your comments and suggestions over the past few weeks. Th= e >> franchise and corporate team are working closely together to ensure all >> communication around this issue and others, going forward, are open and >> seamless. To that note, we have compiled an overview of the process that >> led to this brand evolution in the attached power point. >> >> After reviewing the findings, I began to appreciate the time and effort >> that went into creating our new brand. One of the key focuses for our >> company as a whole is to be the premier provider of home care. In both >> corporate and franchise sites, this has been our focus with strong care >> management, higher minimum hours and high-end referral sources, to ensur= e >> high quality care. The research conducted on our current brand did not >> align with our premier provider focus. In fact, as you will see in the >> power point, our brand was equated more often to a low-cost brand. It wa= s >> these initial findings that were the catalyst to the brand evolution. >> >> I know many of us have grown to love the red color in our brand, however= , >> research proved a deeper hue of the red color equated to premier brand >> awareness more than our current color. In the end, consumer perceptions = of >> our brand are more important than our own perceptions and it=E2=80=99s i= mportant >> for us to adapt accordingly. We want a brand that consumers do not think >> twice about, a brand that speaks for itself and a brand that screams >> premium, high-quality, home care. >> >> Over the next few weeks and months, we will be laying out a brand >> implementation plan in phases.