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Task: To disassociate from the previous brand and to establish a stronger new brand without loosing the credibility and values that had been associated with the operation under the previous brand, with the proviso that the new brand must compete against and out perform the earlier brand

Solution: Capitalize on and communicate the Individual associations which drove the previous brand to its position of pre eminence and to emphasize that the new brand would carry the same credibility values and commitment that made the previous brand what it used to be. A campaign that leveraged the one on one connects which had been created over a period of time.

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