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Rebranding was one of Caldeira’s first priorities at CSPA

In first year, CEO commissioned research, focus groups to find name that described industry; but other changes at group go deeper


Feb. 2, 2018
By William Ehart

More than a few associations have names that fail to convey to policymakers and the public who exactly they represent—sometimes leading to wasted minutes of explanation to elected officials.

When Steve Caldeira was first interviewed for the top job at the $7 million-revenue Consumer Specialty Products Association in 2016, he was not a fan of the name. Fortunately, the board chairman volunteered that the group would consider rebranding.

“What’s a specialty product?” Caldeira asked rhetorically during an interview with CEO Update on the eve of CSPA’s official rebranding as the Household & Commercial Products Association, which takes effect Feb. 5.