We were retained to redevelop the brand for the Society of Composers, Authors and Music Publishers of Canada (SOCAN). Having made numerous changes in operating procedures and policies, management was anxious to reflect these changes in the brand. Through research and internal consultation we identified core values and basic principles that served to guide the development of a brand strategy, logo and visual identity. In keeping with the organization’s customer-centric philosophy, we recommended the positioning line “What’s Right for Music.” Today, the brand is still evolving, but the essential message is unchanged: Paying to use the music others have created is very much the right thing to do. In the words of Diane Samek, Director of Marketing and the organization's point person on this project, "Your approach to rebranding SOCAN was extremely effective and one that I highly recommend. The research was thorough and provided the foundation for a detailed brand strategy that helped us close the gaps between the way the organization was perceived by members, customers and other key stakeholders and the way SOCAN wanted to be perceived. By involving our senior management team and Board members in an interesting and enjoyable process, we were able to get buy-in throughout the organization. Very importantly, your approach took into account our limited resources and built in a rolling launch that was ultimately very successful. Thanks for a job well-done."
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