Trust, Built Locally — BBB Greater Maryland, 2026

BBB, Greater Maryland Brings the National Better Business Bureau Rebrand to Life for Local Businesses and Consumers

Baltimore, Maryland, May 5, 2026 — As BBB, Inc. launches a national reintroduction of the Better Business Bureau, BBB, Greater Maryland is bringing that renewed brand platform to life locally, reinforcing its role as a trusted connector for Maryland businesses, consumers and communities.

For more than a century, BBB has brought businesses together around a higher standard. But we are not defined by standards alone. We are defined by the communities we serve and the relationships that power them. At our best, BBB is a partner in local economic strength. We help businesses earn trust, help consumers act with confidence, and reinforce the connections that allow communities to grow and thrive.

Much of that work happens out of view. In the conversations that resolve conflict. In the guidance that helps a business build credibility. That role is becoming more critical, not less.

As fraud accelerates and artificial intelligence reshapes how businesses operate, trust is under pressure. In 2025 alone, more than 3 million consumers turned to BBB Scam Tracker to report scams or verify suspicious offers, helping prevent an estimated $38 million in losses. But BBB is best defined by what we help build. Stronger businesses. More confident consumers. More resilient communities.

With this reintroduction, BBB unveils a refined visual identity and a modern framework for defining trust, brought to life through partnerships that reflect a shared commitment to accountability, transparency, and stronger communities. This work is supported by a modernized digital experience that makes it easier for consumers and businesses to access information and engage with BBB in real time.

Together, these efforts reinforce BBB’s role as one of the most recognized and relied upon credibility networks in the world, while positioning the organization for a future defined by data, technology, and global economic complexity.

“BBB was founded on a simple belief: the free market works best when businesses hold themselves accountable to the communities they serve,” said Rebekah E. Dopp, global chief executive officer of BBB, Inc. “This reintroduction carries that belief forward with clarity and conviction. Trust is not an abstract idea. It is built, demonstrated and sustained through action. And it is built together.”

“Trust has always been at the center of BBB’s work, but what that looks like for businesses is evolving,” said Mike DiGiacomo, President and CEO of BBB, Greater Maryland. “Today, small businesses need more than recognition. They need practical support and a stronger ecosystem around them. This rebrand gives us a clearer way to tell that story while continuing to help Maryland businesses build credibility and create opportunities for growth.”

A Brand Built for the Next Century

The reintroduced brand reflects alignment across more than 90 local BBB organizations throughout North America, together with the BBB Institute for Marketplace Trust. It signals a connected system, grounded in local leadership and unified by a shared commitment to trust.

The updated visual identity preserves the strength and recognition of the BBB mark while refining it for clarity, consistency, and performance across modern platforms. This is a deliberate evolution, honoring more than a century of credibility while ensuring the brand remains accessible, relevant, and built to meet the expectations of a new generation.

At its core is a simple truth: trust is built in communities over time. “Trust, Built Locally” is the operating principle behind how BBB shows up, connects, and delivers value every day.

More importantly, this evolution reflects who BBB is becoming. A connected, modern trust network that shows up consistently, locally, and in the moments that matter.

Partnerships That Demonstrate Trust in Action

As part of this reintroduction, BBB is announcing the first in a series of strategic partnerships grounded in a simple belief: we are all in this together. This work will continue to build over time, reflecting a shared commitment to strengthening our communities through real human partnership, built on trust, accountability, and shared outcomes.

Each partnership is designed to show how trust actually works in today’s marketplace, across industries, across platforms, and in the everyday interactions that shape consumer confidence. Together, they expand BBB’s reach, deepen its relevance, and bring “Trust, Built Locally” to life through collective action.

Partnership: Rheb’s Candies

Rheb’s Candies, a fourth-generation, family-owned business based in Baltimore, represents one of the first stories in this next chapter. Established in 1917 and a BBB partner for more than 60 years, Rheb’s has built its reputation the way trust is meant to be built, over time, through consistency, craftsmanship, and an unwavering commitment to quality.

Still family-run and still handcrafting in small batches, their work reflects a level of care and authenticity that cannot be manufactured or scaled. Rheb’s is a business that has chosen, for more than a century, to do things the right way and in doing so has earned the confidence of generations.

Partnership: Creative Theory Agency

Creative Theory Agency, BBB’s partner in storytelling and brand expression, is a full-service, mission-driven creative agency focused on bringing creative equity and cultural impact to marketing moments. The agency operates as an extension of the brands they represent, helping organizations show up in pivotal cultural moments with authenticity and impact. What makes this partnership powerful is their ability to translate credibility into cultural relevance.

Creative Theory sits at the intersection of content, creativity, and culture, bringing an approach rooted in equity, representation, and real human connection. As a multi-hyphenate team of global talent, they amplify voices, tell necessary stories, and produce authentic content that reflects and connects with overlooked and underserved consumers.

For BBB, that matters. This partnership ensures that more than a century of trust is expressed in a way that resonates today. Through strategic storytelling and culturally fluent execution, Creative Theory is translating BBB’s legacy into something living, visible, and deeply relevant.

Partnership: Boise State Athletics

BBB is proud to partner with Boise State Athletics, one of the most recognized brands in collegiate sports. This collaboration brings together BBB’s leadership in marketplace trust with the scale, visibility, and energy of Bronco Nation, creating a platform that extends far beyond the field and into the communities it serves.

Reaching more than 1.5 million fans nationwide, this partnership turns “Trust, Built Locally” into something people can see, feel, and experience. Across digital platforms, live environments, and student athlete engagement, it connects trust to real moments, real people, and the next generation of leaders.

Partnership: National Association of Workforce Boards (NAWB)

BBB and the National Association of Workforce Boards are aligning their networks to expand access to workforce opportunities, strengthen connections between employers and talent, and increase visibility for trusted businesses in local communities. This collaboration will focus on connecting BBB Accredited Businesses with workforce development programs, supporting job placement and training pathways, and amplifying resources that help individuals enter and advance in the workforce. By coordinating efforts across both organizations, the partnership aims to improve how businesses find qualified talent and how job seekers access credible opportunities.

NAWB operates at the center of workforce and economic development, linking employers, workforce boards, and community partners. Through this partnership, BBB and NAWB will work together to elevate transparency, promote responsible business practices, and strengthen the systems that connect people to jobs. When businesses can more effectively access talent, when individuals can connect to verified opportunities, and when workforce systems operate with greater coordination and clarity, the result is stronger local economies and more resilient communities.

Partnership: SwagDrop

BBB, Inc. has partnered with SwagDrop, a North American branded merchandise and on-demand fulfillment provider serving both the United States and Canada. Through this partnership, SwagDrop will support BBB organizations with streamlined production and direct-to-recipient shipping of branded materials across the network. A BBB Accredited Business with an A+ rating and more than 30 years of industry experience, SwagDrop brings a demonstrated commitment to trust, quality, and community.

Their platform enables efficient, scalable distribution of branded merchandise, supporting local BBBs in delivering consistent, high-quality materials to businesses and stakeholders. SwagDrop currently supports all 91 BBB organizations, providing a unified solution that enhances operational efficiency while maintaining local flexibility. For more information, visit swagdrop.com.

Reintroducing Trust to a New Generation

Dopp described the reintroduction as both a moment of renewal and a reaffirmation of BBB’s founding purpose. “As commerce becomes more digital, more complex and increasingly shaped by artificial intelligence, consumers and businesses need a trusted standard they can rely on. BBB is built to provide it,” Dopp said.

The reintroduction will roll out throughout 2026 across BBB channels and marketplace touchpoints, bringing a unified brand, expanded partnerships and a modernized digital experience to life.

For BBB, Greater Maryland, that work will continue through local programs, marketplace education and opportunities that bring businesses together around shared standards of trust.

This is a sustained shift in how BBB shows up, operates and delivers on its promise.

Trust, Built Locally.

About BBB, Inc.

Headquartered in Baltimore, BBB, Greater Maryland is a non-profit organization serving the area since 1917. BBB sets and upholds high standards for fair and honest business behavior and is a business-supported organization. BBB offers a variety of services to local and BBB Accredited businesses. BBB provides objective advice, BBB Business Profiles, business reviews and ratings, dispute resolution services, digital marketing and educational information on topics affecting businesses. For more information, please contact 410-347-3990 or visit bbb.org.

Media Contact: Clay Campbell, ccampbell@greatermd.bbb.org

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