This week we're joined by Katie McBreen, VP, Communications & Strategy with the Consumer Brands Association. Billing themselves as a 100 year old startup, Consumer Brands recently underwent an entire brand overhaul spearheaded by Katie, rebranding themselves from the Grocery Manufacturers Association. In this episode, we dive into the branding of advocacy efforts and associations, being able to convey an easily understandable message and what that means for trade associations both large and small. It's 30ish minutes of gold, from how she describes what the association does to the conversations and questions she asked their membership during the process and, finally, how she messages out their new purpose and results to legislators, members and the public at large. If you're working on your messaging or even how to best convey your goals, this is an episode you won't want to miss.