How can something as simple as a name affect the daily workings of an organization? The American Pet Products Manufacturers Association (Greenwich, Conn.) is about to find out—as it changes its name to the American Pet Products Association.

Chosen in a member poll, the new name maintains the organization’s brand identity while offering the flexibility to encompass future opportunities.

Actually, according to Bob Vetere, president of the group, the name reflects what the association has become.

“Initially, the association was focused solely on manufacturers and their specific needs,” he said. “While that is still the most important part of our charter, APPA is now more focused on working with and on behalf of a much broader cross-section of the industry. We are involved with coalitions that include retailers, distributors, breeders, groomers, veterinarians and more.”

The new name is meant to represent the association as a clearinghouse for all industry issues and concerns—not just those of manufacturers.

“We are working with a large number of other interested pet-related groups beyond manufacturers alone,” Vetere said. “For example, we are currently involved in a strategic marketing campaign to support increased pet ownership. We are also working on several projects with others promoting the health and well-being benefits of pet ownership.

“In addition, we have changed our legislative/regulatory position from monitoring/reporting on activities to a more active influencing posture,” he continued. “Our public relations efforts continue to expand and, with the help of MassMedia, our PR firm, we are reaching out to not only many segments in the industry, but also to the mainstream media to deliver information and messages supporting the entire industry.”

The association also chose the new name to allow for possible changes in its membership and to represent new services not only for manufacturers but also for retailers and distributors.

“We are still in the process of determining what makes the most sense for the membership of APPA as we move ahead,” Vetere said. “Several of our current service providers are already providing new and enhanced services for segments beyond manufacturers, such as retailers and distributors. We are working with these and other service groups to develop packages that will help pet businesses of all kinds by providing them the tools they need to succeed. Stay tuned. There is more to come!” [September 2008 PET AGE]