American Cleaning Institute's Future Leaders Group will host 'Be the Brand' session on Feb. 1 during ACI’s Convention Week, led by Be the Brand CEO Madeline Fetterly; session will discuss leveraging LinkedIn for brand building, building digital branding

Sample article from our Household Products

November 7, 2023 (press release) –

  • Be the Brand’s Madeline Fetterly to Speak at 2024 Convention Session Feb. 1
  • ACI Convention Set for Jan. 29-Feb. 2, Orlando, FL

Join ACI’s Future Leaders Group as they host a forward looking, interactive session with Madeline Fetterly, CEO & Founder, Be the Brand during the 2024 American Cleaning Institute (ACI) Industry Convention.

The Be the Brand session will take place February 1 during ACI’s Convention Week, January 29-February 2, 2024, at Grande Lakes Orlando in Orlando, Florida.

In today's hyper-connected world, your personal brand is the key to unlocking new opportunities, fostering meaningful connections, and standing out in your field. In this "Be the Brand," session you will be empowered to take control of your professional narrative and become a thought leader in your industry. Through a deep dive into LinkedIn, you'll learn how to harness the power of personal branding, build an influential digital presence, and help advance your career and the issues you care about.

Key Takeaways:

  • Leveraging LinkedIn for brand building
  • Unpacking thought leadership digital branding
  • The value of personal brand
  • Navigating norms and maximizing impact
  • elf-reflection for brand identification

Registration for the global cleaning product supply chain’s top business-to-business event is now open on the ACI website.

Companies that are eligible to join ACI must be members of the association to attend the Convention. Membership inquiries can be directed to

The ACI Convention offers a multitude of sponsorship opportunities for interested companies. For more information or questions about Convention, please contact

The American Cleaning Institute® (ACI – is the Home of the U.S. Cleaning Products Industry® and represents the $60 billion U.S. cleaning product supply chain. ACI members include the manufacturers and formulators of soaps, detergents, and general cleaning products used in household, commercial, industrial and institutional settings; companies that supply ingredients and finished packaging for these products; and chemical distributors. ACI serves the growth and innovation of the U.S. cleaning products industry by advancing the health and quality of life of people and protecting our planet. ACI achieves this through a continuous commitment to sound science and being a credible voice for the cleaning products industry.

Leadership Evolution Group, LLC ( was established in 2001 and focuses on human capital and leadership consulting with associations, nonprofits, companies, and government agencies. They study global human capital trends and leverage that data in their work with senior executives to address a wide range of human capital issues including employee engagement, culture, leadership training, organizational redesign, team dynamics, and strengths-based coaching and team design with human capital data and compassionate candor.

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