Rebranding for Impact: The Journey of Water Professionals International with Paul Bishop

How does a credentialing organization rebrand successfully while maintaining trust, legacy, and mission alignment? In this episode of Tried and Tested, host Isabelle Gonthier sits down with Paul Bishop, President and CEO of Water Professionals International (WPI), to explore the transformative journey of rebranding from the Association of Boards of Certification (ABC) to WPI. Paul shares the motivations behind the change, the data-driven approach that secured stakeholder buy-in, and the strategies that helped WPI redefine its role as a leader in water credentialing. From navigating skeptics to winning the ASEA Gold Circle Award for branding excellence, this episode is packed with insights for any organization considering a brand evolution. Tune in to hear how a bold vision, transparency, and stakeholder engagement turned a rebrand into a movement—and what other credentialing bodies can learn from WPI’s success.