Re-focus and re-brand: APPLiA success story

Paolo Falcioni, APPLiA Europe’s Director General, was invited to share the experience of APPLiA at the Associations World Congress 2021, a global expo convened by the Association of Association Executives on Membership and Engagement stream.

What are the opportunities and challenges coming with re-focusing and re-branding an Association? Paolo Falcioni, APPLiA Europe’s Director General, was invited to share the experience of APPLiA at the Associations World Congress 2021, a global expo convened by the Association of Association Executives on Membership and Engagement stream. 

Originally established in 1958, only one year after the founding Treaty of Rome, under the name of CECED, an acronym that stands for European Committee of Domestic Equipment Manufacturers, the Association entered the scene in a then newborn European scenario with the aim of representing the interests of the home appliance industry. 

After 60 years of history and progress, CECED decided to take a step further in an effort to best reflect what was evolving as a forward-looking and dynamic sector. “It is of key importance for an Association to fully represent the values of its Members,” kicked off Paolo Falcioni, outlining the core ingredients of a successful rebranding. From changing the name to assessing a new public image and refocusing the mission and vision of the organisation, “we carried out an extensive work of modernisation, bringing with it a fair amount of opportunities and challenges,'' explained Mr Falcioni. The rebranding into APPLiA - Home Appliance Europe, stands for one. The newly established identity was soon faced and ultimately overcame a legal challenge from a multinational technology company, addressing its trademark. In spite of the difficulties, the re-launch took place, marking the beginning of APPLiA success story.

The fully modernised Association was presented in Brussels on the occasion of its 60th anniversary. With it, the refocused identity has resulted in a number of initiatives, including the launch of a new engaging website, a monthly newsletter, a short movie campaign featuring the so-called “Better Lifestyle Manifesto” and the most recent cartoon on the new energy label, to mention a few. Furthermore, APPLiA has continued to grow its membership and further expand its network of National Associations, progressively strengthening its positioning in the EU arena.

Within this framework and in a continuously evolving scenario, “we are committed to continue growing our community and shape the future of the industry at both the national and international level,” concluded Paolo Falcioni.