Do you have an identity? You probably do, but is it the right one, does it accurately represent your brand as you see it now or as your customers see it now?  Or is it out of date?  We’ve worked with Sleep Doctor, a retail chain who changed their name from Rise + Shine back to Sleep Doctor (and all the baggage that came with it) yet they successfully implemented a McCallum inspired and designed campaign to re brand and recreate all their stores, creating renewed enthusiasm with both external (customers) and internal (staff) stakeholders.