Donet Brand Challenges
Through interviews with the CEO and sales staff, we found issues with the Donet name.
- Name is different but not good and is often mispronounced as Doo-net, Doe-ney & Dough-net
- Name, “Dayton Ohio Network,” doesn’t align with strategic direction and the type of clients they are trying to attract
- The visual representation doesn’t match the strategic direction and doesn't communicate desired benefit