--00000000000047af2b058b4ef05b Content-Type: text/plain; charset="UTF-8" Content-Transfer-Encoding: quoted-printable 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 transparenc= y > and communication around this issue. We learned a valuable lesson and > appreciate all your comments and suggestions over the past few weeks. The > 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 ensure > 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 was > 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 o= f > our brand are more important than our own perceptions and it=E2=80=99s im= portant > 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. Corporate and franchise marketing teams wi= ll > be working closely together on this project, to ensure continuity and > consistency across all locations. The rollout will be slow and methodical= , > as to not burden you or your daily operations. The first phase will be > implementation of our digital brand. Our goal is to have every site=E2=80= =99s > digital brand changed over the next six months. We believe the costs for > this c