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WPA Refreshes Brand


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World Pet Association (WPA) officials have refreshed the association’s brand in an effort to align its mission with retailer needs. Details were released today at SuperZoo, a trade show that is produced by WPA.

WPA officials said that they are focusing efforts around four key pillars: producing world class trade and consumer shows and events; providing industry action and leadership; supporting retail with business services and value-added resources; and giving back through community good works.

As part of the rebrand, WPA has a new logo. The design features a modern look, with softer lines and a subtle outline of a dog, which officials said represents WPA’s personality—progressive, caring, responsive and a steward of the industry and pet community.

“The brand and association offerings will ensure that retailers are being supported and well-served with an eye toward innovation, technology and experiential marketing,” officials said.

However, the WPA brand goes beyond a new logo and operational focus, said Jacinthe Moreau, WPA president.

“It’s about the association’s leadership evaluating what the industry and our members need in order to grow and thrive in a competitive, ever-changing marketplace,” Moreau said. “As a result of this effort, WPA will bring its members new service offerings and a library of retailer tools that will allow the association to serve as a year-round resource. These offerings will include data-driven reports, customized information, online education, one-on-one consulting and more that will allow retailers to be agile and strategic as they plan their marketing and sales efforts.”

To more closely align with the core values and needs of the pet community, WPA has also refreshed its mission and vision statements: “Mission—Seek. Share. Inspire. Everything we do is about uniting the pet community through knowledge, integrity, innovation and leadership. Vision—Nurturing a healthier, more productive and collaborative pet industry that enriches both pet and human life.”

Moving forward, WPA officials said that they will double down on its partnerships with organizations like the Pet Industry Joint Advisory Council (PIJAC), the National Animal Interest Alliance (NAIA) and others to further conversations about legislation but also pet friendly housing, pet friendly work places and promote responsible pet ownership.

WPA remains committed to the WPA Good Works program, where proceeds from the association’s events are funneled back into key industry organizations and nonprofits with the goal of promoting pet ownership and making a better world for pets resulting in a thriving pet business industry, according to officials.

“WPA is eager to expand the association offerings to retailers, leverage relationships to amplify our voice, expand the positive view of the industry and embrace technology to lead pet retailers forward and create innovative communication and business platforms,” Moreau said.

 

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