After senior leadership worked with an outside agency for over a month, our marketing team decided to bring it back in-house. We seized the opportunity to overhaul one of our stagnant national brands. We accomplished this by defining and owning a new brand promise while leveraging the product’s ubiquitous color to stand out in a crowded, competitive landscape boldly. Upon activation, this fresh approach gained immediate attention, positively impacting our NPS while energizing our customer-facing teams.