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Case Study – From BoysTown to yourtown Rebranding an Iconic Australian Charity

1- How common is rebranding? Can you describe other rebranding examples?
2- Why was Project hello commissioned? Was this a tactical or strategic move?
3- Who were the stakeholders of BoysTown/yourTown?
4- Was the rebranding from BoysTown to YourTown the right course of action?
5- How was the rebrand launched? What, if anything, would you have done differently?
6- How would you characterize the rebranding to date: too slow, as expected, exceeding expectations?
7- How can yourtown increase its brand awareness?