Runner’s Choice, a specialty running shoe store based in London, Ontario. In 2005, Paul Roberts conducted a case study about his store to evaluate the problem in which was causing multiple customers to call in and mistake the Runner’s Choice for the Running Room; a large-name competitor.

To combat this problem, Runner’s Choice is in need of a re-vamp of brand identity and additional features and benefits of the company added and to create stronger brand identification against its more franchised competitors.

Keeping the long-standing name that many people and regular customers recognize, a redesign of the logo and of the brand identity will help new customers to visually identify Runner’s Choice as a unique, high-quality and up-to-date company. Also having a standard and strong slogan that utilizes the name will also aid in this image.With creating a stronger brand id for new and existing customers to connect to, updating Runner’s Choice connects with the online community and online sales is a major objective for this new strategy. With the new logo redesign, the current website is in need of a redesign as well. Creating a modern look with an online shopping section will allow customers to be able to access the Runner’s Choice without having to go to the store to see what inventory they have. This will also branch out the target market from just local to provincial. Creating a weekly newsletter (filled with meet-up information mainly, with interesting articles that employee’s find over that week) will allow for Runner’s Choice to have more connection with the local avid runners. And lastly, adding additional advertisement tools, such as advertising on more the one radio station, will allow Runner’s Choice to reach out to a larger audience.