By 2015, HCF, Australia’s largest not-for-profit health fund, had become a tired brand that did not appeal to younger consumers despite eighty years of success. The market was changing and the combined pressure of competitors and consumer market dynamics meant that HCF was finding it increasingly difficult to maintain its position. Yasmina Pinto, the company’s head of brand, had been given the responsibility of revitalizing its tired brand so that .....more