2019 PCA Magazine

26 PCA The Magazine | JULY-AUGUST 2019 PREMIUMCIGARS.ORG GG: When did the idea of rebranding the organization start? SP: It actually came up during my interview process (in 2018). One of the key factors for the search committee in finding a new executive director was to find somebody to modernize the association, someone with a background in helping associations create a brand. I’ve done that with a couple of other associations, so during my interview one of the questions I asked was about the name itself, IPCPR. They asked me why I brought that up, and I just said it seems a little counterintuitive to me that you’d have a tobacco lobbying organization that had “CPR” in your name. We laughed about that—it was funny—but there was also some truth behind it. And as we talked, we all started to understand it was probably time for a change. Where did it go from there? We took a long look at it. We engaged a prestigious agency that’s done this kind of work for other big brands. We interviewed dozens of stakeholders across all sectors of the industry, with the goal of really diving in and asking, “What is the heart of this organization? What does it need to be able to move forward?” So in deciding on PremiumCigar Association, we really tried to capture the historical context of where we’ve been and who we are, but also with an eye toward asking, “What do we need to be for the industry and who does this brand need to connect with?” Sounds like the two primary questions. How did you answer them? Historically, the name primarily needed to connect with the retailers, the brick-and-mortar owners. But I think it’s a lot more complex now. Today, we need a brand that resonates with four or five different layers and segments that are out there, from retailers and manufacturers to government and consumers. So that’s kind of how it all came about, and really where it started. So you were looking for a name that would resonate both inside and outside the industry? Yes. The rebrand is not just about the name or the logo or the color palettes, although those are obviously very important because that provides the personality, our identity. But ultimately it was a way for us to put together the foundation to become a center of excellence for the premium cigar and pipe industry. And that center of excellence obviously includes the trade show as our core business, but it also includes what our name means on Capitol Hill. Our effectiveness at being able to reach key policymakers within the administration, whether it’s the FDA, whether it’s SBA, whether it’s different congressional committees, et cetera. That’s where we need to be. Then the other part is developing the appropriate business model for the organization, which is all about helping retailers and manufacturers—helping them sell more. How do we become that center of excellence that’s 1933 Retail Tobacco Dealers of America (RTDA) is founded in New York City—the oldest, largest and most active trade association representing and assisting retailers of premium tobacco products and their suppliers. First Annual Convention and Trade Show in New York City 1936 First edition of Tobacco Retailers Almanac published 1990 Tobacconist magazine debuts Headquarters moves to Maryland in early ’90s 2007 Headquarters moves from Baltimore, Maryland to Columbus, Georgia Association changes name to International Premium Cigar and Pipe Retailers Association (IPCPR) to distinguish its mission from that of cigarette and machine-made cigar sellers and manufacturers. T I M E L I N E 2006 1933 Our effectiveness at being able to reach key policymakers within the administration, whether it’s the FDA, whether it’s SBA, whether it’s different congressional committees, ect. That’s where we need to be.