--Apple-Mail-573492A9-6396-4F04-81D3-F4AAAFD21A30 Content-Type: text/plain; charset=utf-8 Content-Transfer-Encoding: quoted-printable Hi Barbara, Thanks for this. Question...was there any retesting of new logo/color again= st 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 >=20 > Hello, >=20 > Thank you for your patience, as I know many of you have been waiting for u= pdates on the new logo. To begin, I am sorry for the lack of transparency an= d communication around this issue. We learned a valuable lesson and appreci= ate 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 ev= olution in the attached power point. =20 >=20 > After reviewing the findings, I began to appreciate the time and effort th= at went into creating our new brand. One of the key focuses for our company a= s 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, highe= r minimum hours and high-end referral sources, to ensure high quality care. T= he research conducted on our current brand did not align with our premier pr= ovider focus. In fact, as you will see in the power point, our brand was eq= uated more often to a low-cost brand. It was these initial findings that wer= e the catalyst to the brand evolution. =20 >=20 > I know many of us have grown to love the red color in our brand, however, r= esearch proved a deeper hue of the red color equated to premier brand aware= ness more than our current color. In the end, consumer perceptions of our br= and are more important than our own perceptions and it=E2=80=99s important f= or us to adapt accordingly. We want a brand that consumers do not think twic= e about, a brand that speaks for itself and a brand that screams premium, hi= gh-quality, home care. >=20 > Over the next few weeks and months, we will be laying out a brand implemen= tation plan in phases. Corporate and franchise marketing teams will be worki= ng closely together on this project, to ensure continuity and consistency ac= ross all locations. The rollout will be slow and methodical, as to not burde= n you or your daily operations. The first phase will be implementation of ou= r digital brand. Our goal is to have every site=E2=80=99s digital brand chan= ged over the next six months. We believe the costs for this change will be m= inimal and can be wrapped into the monthly minimum ad spend. We are working= with both Saba and Choice Local on assistin