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PEARL Rebranding at Newport Beach Conference
Doug Powell, PEARL President

If there's one thing that running a business for over 30 years has made me appreciate, it's the ever-changing nature of the marketplace. Whether you sell circuit breakers to power plants online or lattes to hipsters out of a repurposed Airstream, there is one absolute truth about modern day business: It's continually changing, and changing fast. To keep up with a rapidly changing marketplace, business owners must understand branding, and at some point every company must rebrand itself.
To understand branding, it is important to know what brands are. A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product.
Branding is also a way to build an important company asset, which is a good reputation. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.
In 2016, the PEARL marketing committee began meeting to review and discuss the PEARL brand. The purpose of this brand audit was to make sure that the current PEARL brand matched up with the vision, message and direction that PEARL was heading today and in the future. The committee spent several months reviewing and studying the PEARL name, mission statement, tagline, logos, brand colors, sub-brands and audience messaging. They concluded it was time that PEARL make some changes to their brand. Since April, the PEARL marketing committee under the leadership of Bonnie Sonnenschein of Kellen has been working on a PEARL rebranding project. The project is expected to be concluded in early 2017 and unveiled at the PEARL 20th Annual Electrical Safety, Reliability and Sustainability Conference in April. The Rebranding rollout presentation to members is scheduled during the PEARL business meeting which will be held on the first day of the conference, Thursday April 6th at 1:30pm.
I hope that everyone will be sure to arrive at the conference in time to attend the business meeting on Thursday. This is a very important time each year for PEARL members. The new board will be elected and the current board members will have an opportunity to discuss our accomplishments for the past year and goals for the coming year. 
We have a great conference planned in 2017. The Exhibitor Prospectus has been completely revamped this year and will be available to the public November 4. Sponsorship opportunities are available for any size budget.

Wishing you the best,

Doug Powell, PEARL President
electricalnewsElectrical News
ABB Moves Circuit Breaker Production from Overseas to Mississippi
ABB, Swiss the international power and automation technology group, is expanding its operations in the southern United States since its acquisition of Thomas & Betts in Memphis, has now opened a new advanced manufacturing facility in Senatobia, Miss., to supply circuit breakers to the U.S. market.

The 85,000-square-foot facility will produce ABB Tmax XT molded case circuit breakers (MCCBs) and the ABB Emax 2 air circuit breaker, which were previously manufactured overseas. The plant will create 200 new jobs by the third year of operation, with another 100 jobs expected to be added by the fifth year.

RIC Remanufacturing Roadmap Workshop Conducted
The final step in the Remanufacturing Roadmap project was an in-depth roadmapping workshop that took place on September 29th to September 30, 2016 at the Embassy Suites Detroit in Troy, Michigan. There were seventeen RIC members participating in the workshop from a variety of different industry sectors. Their contributions to the roadmap are essential to identifying remanufacturing research priorities. READ MORE

Tip of the Week: Do Your Workers Lack Intelligence?
Robert's company sent him to an expensive, week-long training course so he could be the "go-to guy" on a complicated set of production equipment. Robert came back from training with high marks from his instructors. The course covered theory of operation, common problems and their solutions, and advanced troubleshooting techniques. The maintenance manager crossed off the box marked "Mission accomplished." READ MORE

Project DIY: Inspiring Young Women  
This summer, 18 girls from Denver Public Schools got their hands dirty at Community College of Denver's (CCD) Project Do It Yourself (DIY) summer camp. The camp gave students from 9th, 10th and 11th grades hands-on experience in manufacturing programs and exposed them to women leaders in STEM (science, technology, engineering and math) careers. READ MORE

Pride of Ownership: ESOPs in Electrical Distribution

Given the prevalence of desire to be "an entrepreneur" and run their own businesses among young people in school and entering the workforce today, it would seem there's a widespread demand for careers where rising talent can earn a stake in the action. How many of them dream of owning an electrical distributor? Probably not many, sadly, but the widespread use of employee stock ownership plans (ESOPs) and other forms of employee ownership among thriving electrical distributors suggests they may want to give the industry a look. READ MORE

The PEARL$AFE Leadership Corner is focused on professional and leadership development and ways to increase your business's internal effectiveness. Contributions come from Leanne Edwards, president of Leadership Management International
Success is a Pattern, Not an Outcome
If you think that you are someone who will be successful at some time in the future, then by necessity a small part of you must think that you are unsuccessful at this time. This is not true! The way that you should  view success is as a process that you engage in throughout your life, not as a singular outcome that will happen in the future. That process is the road of success that you travel upon while climbing toward your Personal Pinnacle of Success.* Allow me to point out a few aspects of success and being successful which will reinforce the notion that success is a life pattern rather than an outcome of achieving a singular goal.
In actuality, you are successful at this very moment. If you examine your life history, you will be able to identify many moments during which you  felt successful. Each of these moments were what I refer to as "experiences of success" or "successful experiences." Additionally, each of these moments adds to sum of the successes that you experience during your lifetime.
Your definition of what it means to be successful will change over time. With each successful experience, there will come an adjustment of your definition of success. Most successful people will set a new, and higher, goal for themselves immediately after achieving a previously desired goal.  You may sometimes forget how successful you have become because you have lost sight of all of your past experiences of success. READ MORE

CORRECTION: WideSpread/Brah Electric
Last month, PEARL reported on the September in-person board meeting and the board's visit to WideSpread Electric. It was incorrectly reported that Bruh Electric produces circuit breakers, when in fact they produce bus plugs

Welcome New Full Dealer Member, Upstate Breaker Wholesale Supply, Inc!
PEARL and the Membership Committee are thrilled to announce that Upstate Breaker Wholesale Supply, Inc. has been approved as a Full Dealer Member! Welcome aboard!

November PEARL Meeting Scheduled for November 1
The PEARL Board of Directors welcomes you to join the November board meeting, Tuesday, November 1, 1pm-2:30pm EST. To join the call, please use the call-in details below. To receive the agenda and additional materials being reviewed, please email PEARL headquarters at to be included.

Dial: 866-210-1669
Participant Code: 936-3604#


Save the Date for the 2017 Annual Conference

Save the date for April 6-9, 2017, as PEARL heads to Newport Beach, California! This year's conference will have a sub-theme focused around disaster recovery. Sponsorship and exhibit details will be made public November 4, with hotel information and schedule of events coming soon!

See you in California!
Oct 2016,  Vol. 88


Leadership Corner


Congratulations to the Newest Level I Certified Technicians!

Ashley D'Ann Burnett,
Oregon Breakers, Inc.

Jake Nelson 
Carolina Precision Switchgear

Dimitar Popov,
Advanced Electrical & Motor Controls, Inc.

Stephen Bill Thompson,
Quality Switchgear, Inc.

Khamnonh Vongdacahah,
Advanced Electrical & Motor Controls, Inc.
Optional Link

Webinar: 2017 NEC Significant Changes in Review, Parts 1 and 2
November 8, 2016 and December 1, 2016

NEMA PowerTest Conference
February 27 - March 3, 2017
Anaheim, CA
aroundthewebComplete Guide To Wind Power Plants For Engineers

LinkedIn Electrical Professionals group discussion

LinkedIn Transformer Professionals group discussion

PEARL is now accepting applications for Level 1 Technician Certification. For more information, click here, or contact

PEARL offers some of the most competitive advertising rates in the industry with the PEARL$AFE monthly newsletter. Reach over 11,000 people with your ad! Click here to review the e-Newsletter media kit. Have questions? Contact PEARL at


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