ripe to pick

Another bumper crop year

And brand new fields to hoe with Finn Partners.
Our focus on creating and marketing fresh brands with clients remains at the core of what Greenfield Belser does. Inside this year’s annual review, you’ll find our picks for brand makeovers, extensions and campaigns that drive growth.

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Brand Thinking
Bleeding edge thinking on branding and marketing


AMRL—accreditation, expanded. clarified.

By Greenfield Belser, a Finn Partners Company
April 10, 2017
AMRL—accreditation, expanded. clarified.

The AASHTO Materials Reference Laboratory (AMRL) accredits laboratories nationwide (and internationally) that test construction materials like soils, aggregates, cement and paint. But AMRL is not a laboratory itself, and that is only the beginning of the market confusion. Its historical connection to a quasi-government agency, the National Institute of Standards and Technology, amplified the confusion. AASHTO took over the accreditation program in 1988 to provide formal recognition for materials testing laboratories. Hugely successful and dominant in its market, AMRL now faces threats from less expensive, less rigorous accreditation organizations that are gaining traction as a result of tight state budgets.

The rebranding is dramatic, beginning with the name—changed to reflect AMRL’s role as an industry resource but also to give a tip of the hat to its study of source construction materials.