After just over a year at the helm of the British Promotional Merchandise Association [BPMA], Phil Goodman, has implemented a host of initiatives – from a dynamic rebrand to forming new and exciting partnerships, all while elevating industry standards.
In this Q&A, we explore the lessons learned, the evolving role of the BPMA, and the vision driving its continued transformation, both as an organisation and as a key voice in the wider marketing and merchandising landscape.
You’ve now been the CEO of the BPMA for just over a year. What have been the biggest lessons or surprises during your first 18 months in the role?
The biggest surprise has been how welcoming the membership has been to me and how receptive they are to change. I’m very conscious that I’ve brought a number of new initiatives and changes such as rebranding and developing a new website yet they have all been embraced by the board and membership. Also, how friendly the industry, despite the fact that our membership are often in competition with one another, the camaraderie is first class, and they could not have given me a warmer welcome.
What inspired the recent rebrand of the BPMA and what message are you hoping it sends to members and the wider industry?
The main message is to position the BPMA, and more importantly, the industry which we represent as relevant and progressive. The rebrand was consciously developed for a digital-first deployment, and the supporting brand language, content and tonality are all intended to present us as a forward looking and modern industry and association.
How has the rebrand changed the way the BPMA is perceived both internally by members and externally by stakeholders?
Firstly, the rebrand has received a universally positive response. In terms of perception, our hope is that the BPMA is now perceived as a vibrant, creative and inspiring organisation and that this is clearly reflective of the industry we represent. For me, a brand isn’t just a logo. It’s a set of behaviours and a state of mind, that when deployed effectively, can create trust and a bond with our audience and stake holders.
What has been the most rewarding part of leading the organisation?
So many things. People mainly. But the most rewarding part has been the degree in which the board have embraced my appetite for change and together, we are leading the industry in a direction that positions both the BPMA and our industry as relevant and effective. Ahead on sustainability compliance and innovation. Our StepForward pledge is securing members commitment to their own sustainability journey, and our members are continuing to innovate through material development and product design.
How do you see the BPMA’s role in the marketing and merchandising landscape evolving in the next 5 years?
The industry continues to navigate change. The ongoing journey towards ever more sustainable practices will remain an imperative. Product compliance is becoming ever more complex, and as the world appears to exist increasingly in a digital space, promoting the effectiveness of a tangible product will continue to be important. Our role is to help our members navigate this landscape, and in an unregulated industry. To present an effective case to brands, that procuring their branded merchandise via a BPMA member is the smartest way to operate, in the confidence that a BPMA member business represents the highest levels of sustainability, compliance and integrity in our industry, and that we hold our members to account against our own robust Code of Practice.
What do you believe is the biggest challenge currently facing the promotional merchandise industry and how is the BPMA addressing it?
Like many industries, there is rarely only a single challenge. If I could choose two big wins for the year ahead, it would be to position BPMA membership as the kitemark of quality and standards in our industry. And the second would be to create a closer parallel between branded merchandise and our partners in the adjacent sectors of advertising and marketing.
On a personal note, what drives your passion for the industry and what keeps you motivated as a leader in this space?
I am driven by a desire to make a positive impact in everything I do. The industry is undergoing a period of change and I’m proud to be a small part of that. It’s a really exciting time to be involved in branded merchandise “merch” is more relevant, widely understood and accessible than ever before. The role of the BPMA is to ensure our members are understood to be the very highest calibre most professional that our industry has to offer.
