http://strategyonline.ca/2013/09/19/mec-uses-consumer-motivations-to-inspire-a-rebrand/

Mountain Equipment Coop changed it’s name to MEC in Jun, 2013. The company’s chief marketing officer Anne Donohoe said, the rebranding is meant to reflect the evolution of the company and its increasingly urban customer base①. Also, the company segment each activity in store with a set of new signals like “biginners”, “day tripper” and “rider”.

In this way, the company positioned their product in the customer’s mind different from before. The new brand looks streamlining and catch people’s eyes easily. This gives the customers a deep impression on the company’s logo as well as its products. Also they focus on a younger age group because they have big purchasing power. They pay attention to various cultures so that they can expand overseas.

To analyse the company using the Value Proposition Canvas, the pains of the customers is they do not have good equipments for some kinds of sports like cycling. Also, they may not meet many people who have same interests in sport area. So the customer job oc MEC is to provide good quality sports equipments for their customer. They also began hosting running and cycling clubs in 2012②. From these, the customer gains are that they have a place to get the sport equipments they want, and they can find friends who have  same hobbies through MEC’s services.

①②:http://www.thestar.com/business/2013/06/18/mountain_equipment_coop_changes_its_name_to_mec.html