Project Description

Using Customer Experience to Drive a New Branded Experience


In a changing industry how can customer experience be used to adapt the company’s brand and drive market performance?


Creating clarity:

  • Mapped stakeholders
  • Identified end customers and conducted quantitative research with 1400 of them
  • Focused on pain points that the business could use to their benefit
  • Researched how to successfully navigate a shifting market place
  • Created an ideal experience to set the business apart in a confused market place

Making smart decisions:

  • Enrolled key stakeholders across the business to champion the change
  • Built specific answers to 5 strategic questions to underpin the brand strategy

Operationalizing the change:

  • Built a roadmap for the change ahead
  • Coached and worked with the internal creative team to translate the strategy to materials (print, web, etc.)
  • Used change champions to drive implementation across geographically dispersed offices as well as corporate functions


  • The new brand strategy was fully implemented across the corporation including thousands of franchise offices
  • The organization has transformed and grown many times but still operates under this successful brand strategy