As part of its commitment to developing a strategic, long-term plan for the association, the NAMA executive committee recently participated in Brand Dimension™, a brand discovery exercise conducted by the Brighton Agency.

Brand Dimension is a propriety branding process developed by Brighton to help clients connect the promise of their brand to the desires of its consumers or, in the case of an association, its members and industry.  The  process identifies, defines and creates alignment on core elemental aspects of the brand that form the foundation for all messaging strategies and platforms. Brand Dimension delves into audience beliefs and behaviors to get to a deeper understanding of the relationship between the audience, brand and category. It’s ultimately an examination of what the brand means to the audience and how it relates to them. These insights and understandings are the basis for the “story” the brand tells consumers. That story gives the brand authenticity and dimension, and allows consumers to immerse themselves into the brand, making it part of their personal experience.

“For NAMA, understanding its purpose and mission today, and developing its story, are important to ensuring the association is strategically positioned with the industry, members, and prospects for future success and growth,” said Jerry Gennaria, Vice President of Strategy & Insights for Brighton. “Brighton is proud to support NAMA as it continues to serve agricultural marketers and advance our industry.

Brighton, a full-service, strategic marketing agency headquartered in St. Louis, Mo., is a sustaining partner of NAMA. Its mission is to build relationships by connecting brands and people with thoughtful and engaging marketing solutions.