Question
Topic: Branding
Where Do You Start When Re-branding A Company?
My question regardsa large but thinly spread, national housing association which has strong links with the Christian Church in its history. The company has two problems: 1) not many people have heard of it because it is so thinly spread and dispersed as regards housing stock. And 2) the Christian/Church links are hindering its reputation in some areas of the country, as it's viewed as being exclusivist. To top all this, a survey revealed that their logo was immemorable and disliked. Therefore they have been advised to re-brand. Where should they start? And can you recommend any articles that would be relevant?
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