The research and focus groups validated that the organization suffered from a lack of brand identity as the CSPA name was very confusing to virtually all of the organization’s key constituencies. No one outside of the immediate membership and the EPA were remotely familiar with the CSPA brand, or even understood what the name meant, who CSPA represented, or what itsr most important issues were. The new Household & Commercial Products Association name will allow for greater transparency when communicating with the industry and advocating on behalf of its membership.
“With continued growth on the horizon for the specialty chemicals industry, the timing was right for CSPA to look at a more modern brand that better reflected who we served and that also aligned with the vision of the organization’s new strategic plan,” said Caldeira. “In 2018, the association will embark on an ambitious media campaign that will highlight the name, tagline and logo change of the organization to more effectively increase awareness and understanding of the significant economic role our members play within the US economy."
“The rebrand will be supported with a fully integrated creative campaign touching every aspect of the organization,” said Beth Ludwick, CSPA vice president, communications and marketing. “As part of the new brand positioning, HCPA will shift away from an organization-centric voice to a member-centric voice that is representative of who we serve. The association is an extension of its membership and we are all working towards the same goal – to better serve consumers and workers.”
“Our new tag line, “Innovative Products for Home. Work. Life.”, will build on the concept that for daily life and for life’s memorable moments, household and commercial products are with consumers and workers every step of the way,” said Ludwick. “As the association for this dynamic industry, HCPA is with its members every step of the way.”