cleanthoughts Branding For The W When things remain stagnant for too long, messages are overlooked and people become somewhat bored. Especially in this day and age of inces-sant status updates and other constant communication through social networks, the populace demands things stay fresh and new. So, in following suit, many compa-nies and organizations are undergoing rebranding efforts that better speak to their aims by conveying more acute mes-sages to patrons and potential customers. ISSA recently unveiled a new logo and tagline, “Advancing Clean. Driving Innovation.” On top of public relations and other media campaigns to spread the good word, the branding change was no more visible than at the 2011 ISSA /INTERCLEAN North America trade show recently held at the Las Vegas Convention Center. Decked out with banners and signs directing attendees where to walk, sit and chat, the show floor was a beacon of branding — and rebranding. ISSA is not the only organization to shake things up. The Institute of Inspection, Cleaning and Restoration Certification (IICRC) has undergone a complete public relations transformation. Now called The Clean Trust, the former IICRC hopes to continue educating and certifying professional cleaners and reme-New Publisher Matt Gallinger mgallinger @ ntpmedia.com Associate Publisher Micah Ogburn mogburn @ ntpmedia.com Editorial Director Rich DiPaolo rdipaolo @ ntpmedia.com Managing Editor Aaron Baunee abaunee @ ntpmedia.com Assistant Editor Amanda Martini-Hughes [email protected] Account Executives Susan Pierce spierce @ ntpmedia.com Pat Harrington [email protected] Art Director Marty Harris marty @ grandviewmedia.com ext. 3159 ext. 3179 (516) 404-4532 ext. 3157 New Year The only constant is that nothing stays the same forever. diators, but also delve more deeply into consumer education and awareness. There are supporters and deniers of changes in branding. Some feel that change is a necessary function of business growth, while oth-ers see the negative aspects of added expenses from logo and invoice tweaks and educating the masses of the change. ext. 3154 (256) 715-0342 ext. 3153 Director of Business Operations Michael Perkins mperkins @ ntpmedia.com ext. 3133 Ad Materials Manager Rebecca Wilson [email protected] CMI ® Administrative Manager Sharon Hillis shillis @ ntpmedia.com ext. 3137 ext. 3165 Editorial, Advertising & Publishing Offices NTP Media, division of 19BritishAmericanBlvdWest•Latham,NY12110-6405 (518) 783-1281 FAX: (518) 783-1386 Subscription Questions or Inquiries Toll Free (866) 721-4807 Outside U.S. (847) 763-1867 or email [email protected] Subscribe / Renew / Change of Address: http://www.cmmonline.com/subscribe What Do You Think? Aside from ISSA and The Clean Trust, many other companies and organizations either updated their taglines and logos or altogether changed their branding. Is there a particular rebranding effort you favor or one you absolutely detest? Maybe you survived a rebranding cam-paign with your company and have some words of wisdom to help others weather the public relations storm. Visit the CMM Online Bulletin Board at CMMOnline.com/Community and share your opinions with likeminded profession-als. CM Canada Post: Publications Mail Agreement #40612608 Canada Returns to be sent to: Bleuchip International, P.O. Box 25542, London, ON N6C 6B2 Corporate General Manager Barry Lovette [email protected] Vice President of Operations [email protected] Brent Kizzire Chief Marketing Officer, Publishing Services Group [email protected] Hank Brown Vice President of Business Publishing [email protected] Tracy Aston-Martin Vice President of Finance [email protected] Brad Youngblood Director of Circulation & Fulfillment [email protected] Delicia Poole Circulation Manager Stacie Tubb [email protected] Honorary Advisory Board: Aaron Baunee, managing editor Send comments or thoughts on this topic or any other article that appears in CM/Cleaning & Maintenance Management ® magazine, to [email protected]. Mike Adams, Greenfield, IN; Stephen Ashkin, Bloomington, IN; Jim Brewer, Arlington, TX; Laura Dellutri, Lenexa, KS; Ron Goerne, Bloomington, IL; Russell Kendzior, Southlake, TX; Don McNulty, Blue Springs, MO; Bob Merkt, West Bend, WI. CM/Cleaning & Maintenance Management Online™ Service at www.cmmonline.com 4 CM/Cleaning & Maintenance Management ® • November 2011
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