You might think that communicating the adoption of a new corporate identity would be a cinch – particularly when Cinch was your new name – but that wasn’t the case for Cross Country Home Services, a leading provider of home warranties. Although the company had invested significant resources in preparing for the launch of its more modern, tech-forward brand, it ran into unexpected delays in the timing between the internal and external announcements of its new positioning.

Cinch enjoyed strong participation in company activities, great attendance at company town hall and department meetings, and record scores on employee surveys.