The series of events that led to the negative brand imaging is the allegations of poor treatment to United States military veterans and inadequate patient care. Many veterans are waiting months or years to get an appointment. Veterans need to travel many distances to reach VA care centers and there are no transportation services helping. The best way to restore a tarnished brand is to recognize the issues and communicate within the leadership team ways to improve. A plan should be decided to rebuild any trust lost from the current process through either social media or writing. The plan should consistently be reviewed and adjusted as needed with transparency with any public issues. Innovation is a way to keep building re-existing processes and developing further. The VA should focus on what strategies that need to be implemented to achieve greater patient satisfaction. This could mean looking into the future on developing transportation accessibility or hiring more providers to remain the core values in helping veterans