RCI (www.rci.com) RCI, part of Wyndham Worldwide, is the world’s largest vacation timeshare exchange network. They were embarking on the development of a new website to move more customer service from telephone to online support. To prepare for this move, they wanted to redefine their brand, infusing it with a much stronger emotional appeal. We were the third (and last) brand consultancy hired to lead them in this effort. Throughout late 2009 and 2010, we led them through the following project steps: brand audit, customer focus groups, brand positioning workshop, elevator speech development, brand architecture workshop, customer touch point design, emotional connection workshop, internal (inside-out) branding assistance, brand plan development and brand management training. We helped them understand that they needed to own “choice” and consistently deliver on the availability of choice. This is the number one customer benefit in the category and one that RCI can “own” given its many current and potential proof points. Its primary competitor, Interval International, while smaller than RCI with less choice, had already successfully staked out “quality” within the category.