Rebranding Your Organization: Time for a Change

Sometimes, finding evidence of the need for a rebranding is as simple as walking into a laundromat.

Formed in 1960, the Coin Laundry Association (CLA) has represented the interests of laundromat owners looking to serve customers who brought piles of quarters to operate their machines. But in recent years, the coin-op business has moved into payments via app, loyalty card and credit card. Moreover, CLA membership had grown to include groups that were not directly in the laundromat business, including manufacturers and distributors.

"'The term ‘coin laundry' did not capture or represent the whole industry," said CLA Executive Vice President Danielle Bauer, CAE.

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