The National Food and Beverage Marketing Association faced the challenge of remaining viable in a changing commercial environment. As a result, it created a new name and "battle banner" under which all participants of this business could see themselves, relate to the new identity, reaffirm the value and understand how they might extend their services to new industries. The result was new design and product standards to create an elegant and distinctive look, as well as the provision of customized tools for their members on their specific markets and product lines. This created a greater understanding of core competencies among members and a thorough understanding of how there services could be used in industries outside of food and groceries.