Project Name: Union Energy / Reliance Home Comfort

Project Description: Corporate Brand Positioning / Identity Management; Strategic and Marketing Planning; Business Advisor

Faced with a corporate name change mandate brought on by competitive requirements, Union Energy brought LEVEL5 in during 2004 initially to help coordinate this marketing project. After completing its ongoing assessment, LEVEL5 worked with Union Energy's Management Committee to define and build the business case to use its name change as an opportunity to introduce a new brand - and create true competitive advantage.

LEVEL5's mandate covered all aspects of creating Union Energy's new corporate brand, including: strategic category and competitive assessments, brand attribute research, brand positioning and value proposition creation, brand identity and naming - leading to the new name, Reliance Home Comfort - and the creation of a new, brand focused marketing structure.

LEVEL5 has subsequently worked with internal teams for change management and training programs required for effective implementation of Reliance's new "customer focused" value proposition, including Sales, Service and HR. In addition, LEVEL5 has facilitated the development of the company's Strategic Plan with its CEO, CFO and VP Strategic Planning.

This multi-faceted advisor role has helped Reliance gain share and grow earnings in the face of competitive declines. Reliance Home Comfort is one of LEVEL5's longest running advisory partners.