To tackle these complex problems, WPP designed a rigorous 5-step learning process. Discovery & Design: Setting the foundation for success and gaining stakeholder perspectives. Research & Analytics: Conducting the research that will underpin our strategy development and potential title evolution. Analysis & Insights: Strategizing around research learnings to inform a decision on potential title change and develop a strategic foundation for the PA brand. Title Development: Leveraging insights and strategy from previous phase to explore potential new title opportunities, if decided on. Validation & Implications: Fielding a quantitative survey to validate potential new title and consolidating work in a report for AAPA’s House of Delegates.