Case Study: U.S. General Services Administration achieves a stronger brand strategy with LMD

U.S. General Services Administration saves millions with LMD brand strategy

The U.S. General Services Administration (GSA) needed to understand if its 22-year-old brand still resonated with its expanded audiences and scope. They partnered with the change agency LMD to conduct comprehensive research into internal and external perceptions of their brand to determine if a full rebrand was necessary.

LMD implemented a detailed research strategy for the GSA, including a brand audit, leadership interviews, employee focus groups, and an external stakeholder survey. The analysis revealed that the GSA's existing brand was highly recognizable and trustworthy, leading LMD to recommend optimizing the current brand instead of a costly rebrand. This research by LMD provided critical insights that saved the GSA millions of dollars.

U.S. General Services Administration (gsa)