Branding NRCA | As I was saying …Bill Good
During the past year, we've worked with a branding consultant to
assess the strengths and weaknesses of NRCA's brand and how it's perceived in
the marketplace.
The consultant's report was mostly encouraging. NRCA, we were told, is trusted,
valued for its experience and seen as the most likely organization
to lead the industry through rapid change. On the flip side, some
constituents see us as bureaucratic and slow-moving; others see us
as driven by large contractors (even though 48 percent of NRCA contractor members
report sales of less than $1 million annually).
In response to these—and other—perceptions, we have
retooled NRCA's
brand, and you'll see a new look to NRCA, beginning with this issue of
Professional Roofing. If you go to www.professionalroofing.net,
you'll see a new look there, as well. NRCA's Web site, www.nrca.net, also is in the
process of a total overhaul.
We have introduced a new NRCA logo, which retains its traditional
feel with a more modern design. You'll see the new look—where
NRCA's brand will be more dominant—in virtually all NRCA...
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