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NewsNHLA Re-brands For Futureby MARK BARFORD, CAEExecutive ManagerNational Hardwood Lumber Assoc.Memphis, Tenn.For 85 years, Beard Hardwoodshas relied on the “4P’s” for success:Product - People - Progress - Pride. If you’re already a customerof ours, you’re probably already aware of this. If you’re not,we’d like to show you what a positive difference this combinationcan mean to your business.WE BUY AND SELLHardwoodsIMPORTS: Mahogany, etc. EXPORTS: Oak, Poplar, Ash, etc.Dry Kilns (400,000 ft. capacity) Greensboro, N.C.P.O. Box 13608 Greensboro, NC 27415-3608(336) 378-1265 FAX: (336) 379-0863web site: www.enbeard.com e-mail: jbeard@enbeard.comSALES:Tom Beard, John Beard, Jay Cindric, Aaron Fouts,Pete Green, Derick Shular, David WilsonIn the 110 years of the National HardwoodLumber Association, the industry and NHLAhave undergone considerable and constantchange. One of the attributes of any successfulorganization is not only the ability torespond to change but to anticipate future developments. In justthe last decade, our industry has seen transformational change,especially with the relocation of user factories and the increasinglymainstream aspects of environmentalism. Over the last 18months, NHLA leadership has developed a new communicationsand outreach strategy to meet these challenges. On August 15,2008, NHLA “turned over a new leaf.”NHLA has experienced a re-branding. Like any re-branding, theexercise was comprehensive and included a refocus of services andprograms, and a new logo. In addition to the new logo, NHLA hasadopted five brand attributes to define our new focus and services.They are:• We are the voice of the Hardwood industry.• Our standards mean quality.• We stay informed, current and relevant.• We are visionaries for the industry.• We exist for our members.The new brand reflects a new focus. We will always be the keeperof the rules for the industry for they are the foundation of NHLA.However, more is needed from NHLA in today’s economic, media,and regulatory climates. Our communication efforts will gobeyond only addressing NHLA services. We will be involved inthe debates shaping the future of the industry: certification, consumerchoice, global trade, etc. In order to enter this debateNHLA has begun to engage the media in a proactive role. NHLA’seducation program is adding new education courses designed togive members what they and their employees need at all levels oftheir career, be it entry level, mid-management, or C-level executives.We will continue our increased involvement with theHardwood Federation and the American Hardwood ExportCouncil. The market and the industry are changing, and the stakesare too high to be simply sitting on the sidelines.We know we are not alone in recognizing the need of the associa-Please turn to page 7224 Hardwoods Have Versatility