Developing and Managing a Rebrand Activation Plan

The Company Store, a subsidiary of The Home Depot

Senior leaders of The Company Store wanted to change the brand name to reduce brand confusion in market and foster greater emotional connection with customers. Brand strategy was completed in-house. I worked with Elva agency to create two different brand activation approaches, with timing, approximate costs and strengths and weaknesses of each plan. This detailed execution plan was instrumental in the CEO opting for a slower period of transitioning from older to newer brand. I was selected to manage the brand transition.

Creating new playbook

eBay Seller Messaging Playbook

Multiple stakeholder groups interpreted the original brand guidelines differently, creating lack of unified voice and approach and confusion for customers. I co-led a team in creating specific customer journey maps with key messages and specific examples to align stakeholders, provide clarity and detail and examples.

I developed the strategy, wrote the deck and gave the training to each group.