--_004_BL0PR14MB3572612E8F5B85E6B63037EAA5E89BL0PR14MB3572namp_ Content-Type: multipart/alternative; boundary="_000_BL0PR14MB3572612E8F5B85E6B63037EAA5E89BL0PR14MB3572namp_" --_000_BL0PR14MB3572612E8F5B85E6B63037EAA5E89BL0PR14MB3572namp_ Content-Type: text/plain; charset="Windows-1252" Content-Transfer-Encoding: quoted-printable 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 Thomas 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 within the french market.= After several calls I've landed on a company called Braque. They've sugges= ted conducting a market survey of our target audience to see how they would= react to the brand and various options such as french descriptors or a str= aight translation of the name. The quote for this is attached. Perhaps we could connect to align on next steps? Best, Tim ---------- Forwarded message --------- From: Jean-Marc Demers > Date: Thu, Apr 7, 2022 at 11:37 PM Subject: Estimate for branding strategy validation To: Tim Thomas = > Cc: Marie-Catherine B=E9land = >, Timothy Thomas > Hello Tim, I apologize for the lack of sizzle in this estimate for a branding strategy= validation project . Nothing fancy nor cute, I hope you will forgive me,= I know you wanted to make a decision sooner rather than later about your n= ext brand. My