Describe the market, industry/sector, and competitor context and where your brand/organization fits in that context.
Describe the specific internal and external business, experiential, and organizational challenges that led to the rebranding effort, e.g., Why rebrand now? What is the history/legacy of the brand that needed to be maintained? Why? Other pertinent factors and issues? Sustainability?
Explain the strategy driving the rebrand solution. e.g. Who was the target audience? What were the economic, social, cultural, sector considerations? How were existing strengths and factors leveraged? What research did you conduct and incorporate? What led to the design approach? Was there a social media or mobile device strategy integrated in any way? Are there ways you helped
streamline operations? Helped attract and retain skilled staff? Helped the human condition?
Note the results relative to the challenges outlined with qualitative and quantitative evidence. Indicate how the results met the objectives. Any unexpected outcomes?
