Groups adopt new identities in 2017 to convey missions to target audiences
Oct. 6, 2017
By Walt Williams
Consultants offer tips on how, when to rebrand
What’s in a name? The answer for the Generic Pharmaceutical Association was a description of the industry, but not necessarily expressive of what members provided customers. So the group’s board of directors decided it was time for a transformation.
GPhA announced in February it had rebranded as the Association for Accessible Medicines. Unveiling the new identity was the culmination of a process more than a year in the making—one in which the group had to weigh just tweaking its existing brand against a total reinvention.