Bakari Burns, CEO of the Health Care Center for the Homeless (HCCH), located in Orlando, Florida was faced with the daunting job of rebranding the organization he lead.
Burns understood the organization experienced problem with recognition and market distinction, chiefly because of the public's understandings about the Coalition for the Homeless of Central Florida and the relationship between HCCH. An external consulting team offered several recommendations for change, including an amended name and redesign of all marketing materials.
Changes and this advice in the outside environment provided a superb chance to reposition and refocus the organization. Understanding the need for a fresh strategy and implementing that strategy were not the same; Burns was not certain the way to direct the organization through the change process.
PUBLICATION DATE: March 08, 2011 PRODUCT #: 910A32-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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