07/17/2025

Inside an Association’s Rebrand

How one association retooled to increase its visibility and grow

A product-safety association has rebranded and renamed itself, looking to widen its membership, advocacy and public-awareness reach.

The Baby Safety Alliance, formerly the Juvenile Products Manufacturers Association (JPMA), announced the change on June 24. According to CEO Lisa Trofe, CAE, the change better represents the association’s focus—certifying the safety of baby products and advocating on behalf of those products’ manufacturers—while increasing visibility of its work to a broader community.

"We were looking at what a rebrand could do to benefit the member community and help us become more of a collaborator and a convener within the space," she said. "It also enables us to be more seen in circles where we may not have necessarily been previously."

Please select this link to read the complete article from Associations Now.