Moore Australia is a group of independent firms organized in a federated accounting network. They provide tax, accounting, auditing and business advisory services. Based in Perth, West Australia, Doriena Parsons is the National Head of Strategic Communications and Marketing. Recently she and her colleagues were faced with an interesting challenge. Just prior to Covid, the company rebranded to Moore Australia. The previous brand was well recognized, but once rebranded, the recognition was lost. They needed to figure out a solution to this problem. Visit casenet.ca from Acadia University for more decision focused video business case studies and to learn how you can use our cases in your classroom.