Rebranding an Industry
This association, whose role was primarily lobbying, was asked by its members to lead an effort to rebrand the entire industry and reposition in its overall segment. The association’s membership was diverse, representing both buyers and sellers, with varying interests.
To develop a brand position required having an industry strategy. As a first step, VIA worked with the association Board and Executive Committee to agree on an industry goal of a 50% increase in market share over a 3 year period. We then examined the current brand, both its assets and baggage, and over 12 months identified and began to build a new set of core attributes. After 18 months, the industry has grown 20% and is well on the way towards its strategic goal.