The Mercer County Chamber is now the MIDJersey Chamber of Commerce.

The chamber announced on October 15 that it is changing its name to more accurately reflect its extended reach beyond the Mercer County business community. The announcement came during a press conference at the Yankee Club at Waterfront Park in Trenton.

The chamber’s new logo and slogan — The Hub of New Jersey Business — were unveiled by chamber president and CEO Robert Prunetti.

The change is the result of an 18-month rebranding effort that included focus groups and market research. The chamber worked with Clarksville Road-based Creative Marketing Alliance to help build the new identity.

“This rebrand helps us embrace a broader geographic constituency,” said Prunetti, who pointed out that some 35 percent of the organization’s membership is from outside Mercer County. “Small and large businesses alike will benefit from the MIDJersey Chamber’s strong and growing network of local chapters and councils and also gain advantages through the chamber’s broader geographic focus, business resources, and access to professionals in their peer community.”

Prunetti said the chamber settled on MIDJersey after considering other names — such as “central” or “regional” — but none tested as well.

“We wanted a name that would represent the middle of the state and give us room for growth,”said Prunetti. “One that positions us as being the best region to do business in New Jersey.” — Bill Sanservino

MIDJersey Chamber of Commerce, 1A Quakerbridge Plaza Drive, Suite 2, Mercerville 08619; 609-689-9960; fax, 609-586-9989. Robert Prunetti, president and CEO.

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