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.
Paul D. Bishop, CAE
President and CEO, Water Professionals International (WPI)
Paul D. Bishop, CAE, has led Water Professionals International (WPI) as president and CEO since 2008, bringing 30 years of experience across the private, government, and non-profit sectors. Under his leadership, WPI has pioneered standardized certification exams, established global membership, and set uniform industry standards for water operator certifications. Previously, Paul served as director of development at Iowa State University and executive director of the Iowa chapter of the Juvenile Diabetes Research Foundation, where he raised over $2 million annually. A recognized leader, he was named one of Des Moines’ “Forty Under 40 Business Leaders” in 2006 and holds the prestigious Certified Association Executive credential. Paul earned his degree in political science from Nebraska Wesleyan University and is actively involved in various community and professional organizations. He resides in West Des Moines with his wife, Susan, and their three children.