Bakari Burns, CEO of the Health Care Center for the Homeless (Hague Conference) in Orlando, Florida, was charged with the daunting task of the organization he faced lead rebranding. Burns knew the organization experienced difficulties with the recognition and marketplace differentiation, primarily on public misperceptions about the relationship between the Hague Conference and the Coalition for the Homeless of Central Florida. An external consultant team offered several recommendations for change, including a new name … Read more »

Bakari Burns, CEO of the Health Care Center for the Homeless (Hague Conference) in Orlando, Florida, was charged with the daunting task of the organization he faced lead rebranding. Burns knew the organization experienced difficulties with the recognition and marketplace differentiation, primarily on public misperceptions about the relationship between the Hague Conference and the Coalition for the Homeless of Central Florida. An external consultant team offered several recommendations for change, including a new name and redesign of all marketing materials. This advice and changes in the external environment provided an excellent opportunity to reposition and refocus the organization. In recognition of the need for a new strategy and implementation of this strategy were not the same; burns was not sure how the organization through the change process lead
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Mary Conway Dato-on,
Eileen Weisenbach basement
Source: Ivey Publishing
12 pages.
Release Date: 8 March 2011. Prod #: 910A32-PDF-ENG
Healthcare Center for the Homeless: Changing with the times HBR case solution