Associations typically devote a significant amount of time to building and protecting their brand. But what happens when your brand has slowly garnered an image your members don’t like?
After more than a century of existence, the Grocery Manufacturers Association (GMA) faced this dilemma.
A few years ago, several well-known companies like Nestle and Campbell Soup Co. started leaving GMA because of controversy around its lobbying efforts. For example, the association was fighting against consumer-focused policies like requiring genetically modified food labeling.
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