How Strategy Drove a Rebrand
A sharpened focus and a new strategic direction led to increased membership
Since the Consumer Brands Association (CBA) rebranded from the Grocery Manufacturers Association (GMA) in fall 2019, it has achieved a marked growth in membership. The catalyst for the 30 percent increase, which happened in the middle of a worldwide pandemic, was less about rebranding and more about creating a new organization, said Geoff Freeman, CBA’s president and CEO.
GMA served the industry for more than 100 years, but the environment changed, Freeman said, and so it was time to open a new organization that united all segments of the consumer packaged-goods industry, which is responsible for $2 trillion in economic activity.
“The combination of a strong mission and demonstrable results” was instrumental in driving the increase in membership, he added.
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