VANCOUVER, WA — In a special announcement at the Instructor''s Symposium in Vancouver, WA today, the Institute of Inspection, Cleaning and Restoration Certification (IICRC) released its new name: The Clean Trust. The tagline will be: "Where professionals find training. And consumers find peace of mind."
Paul Pearce, chairman of the board of directors, discussed the reasons for the name change. "Yes, we are re-branding. Yes, there is a new name," he said to an audience of IICRC-approved instructors and invited guests.
Pearce quipped about the many funny translations and mistakes in pronunciation of the IICRC in its shortened version. With the new name and the new direction and rebranding of the organization, all that should be history.
The process of changing the name began in 2009, and 27 names were considered. Heavy research was used to make sure it resonated with the consumer market.
As expected, industry reaction may be mixed, Pearce said. It will take time to digest, and he encouraged all to envision the entire brand expression. As stated in a presentation slide during the announcement: "A name is an important part of the overall brand identity but not the only piece."
Some benefits of the change discussed included:
- Increased consumer recognition
- Reflect the organization
- Provide an updated image
- Allow for marketing opportunities
Changes will also be made to the organization''s website and marketing tools. And, of course, the change means that all company and industry materials with original IICRC logos and other printed materials will have to be updated.
Click here to read the complete release.