National Automatic Merchandising Association Reveals Future Identity With Bringing Convenience To Life Messaging

CHICAGO -- The nation's largest vending association today unveiled a new brand identity, which includes a new logo and tagline. National Automatic Merchandising Association president and chief executive Carla Balakgie revealed the new NAMA image during the association's general session held in conjunction with the OneShow here.

"It was inevitable that our image be adjusted to match our reality," Balakgie told a packed audience in the Arie Crown Theater near Chicago's McCormick Place. "This rebranding is a natural conclusion of the work we've been doing over past four years."

A logo, Balakgie emphasized, is the most visible element of an organization. She described NAMA's new logo as "fresh with a modern look and feel." It combines blue and green, the colors of credibility and growth, respectively.

NAMA's new tagline is "Bringing Convenience to Life," which embodies the 80-year-old association's core value and defines it terms that better reflect its diversity. "We're more than vending," the NAMA chief said. "And we're more than coffee, tea and water. We're more than micromarkets. We deliver convenience, just like we always have, but in a more dynamic and varied way. We deliver convenience services."

With its new identity set, NAMA plans to aggressively apply and broaden its brand personality. "This is the tone, style and voice you'll start to see reflected in all of NAMA's messaging," Balakgie said. "It will strengthen our identity and our impact."

NAMA's new imagery and personality will be evident at the association's tradeshow this week at McCormick Place. To reflect its new image, NAMA is also updating its website, which can be found at a new URL: http://namanow.org.

"A strong brand identity is critical in being able to convey who you are, what you stand for, and the value you deliver," Balakgie told the general session. "Given the profound transformations taking place in our industry, NAMA needed a more expansive, forward-looking image."

Over the past four years, the association has been striving to package a brand identity that speaks to multiple audiences: all tiers of the vending industry, as well as the location clients and consumers they serve.

The brand also positions NAMA as the industry's main authority in public and political spheres. "We've worked to amplify our voice in Washington, DC, and build our visibility on the national stage," Balackgie said. "We've worked to support our diverse membership and to become the industry's authoritative thought leader."

According to the NAMA chief, the new brand is based on input from a broad group of NAMA stakeholders. NAMA also sought external input. "We went outside [and] studied business and consumer trends," Balakgie said. "We benchmarked with other associations. And most importantly, we focused on our industry's customers. We took a deep dive to understand what's happening with millennials, what's happening in workplaces and what people are looking for in their day-to-day lives."

She added that NAMA was able to break through the clutter and "nail that elusive 'cool' factor" while developing its new brand.

At the general session, Balakgie highlighted three key turning points for the industry that have contributed to NAMA's new brand image. The first involves offerings; the industry's business model, she explained, has expanded beyond traditional vending and OCS to include the delivery of more products and services. The second turning point occurs at the consumer experience; technology is enabling the industry to create 21st-century, consumer-focused relationships. A third beneficial change is happening among the industry's customers themselves; today's customers are in control, Balakgie pointed out. "They want an experience tailored to their lifestyle. And we are responding," she said.