If an association’s rebranding initiative focuses on name, tagline and look it is not going nearly far enough.
It’s easier to talk about the need for change and even how we might make the changes. But actually changing – that’s hard for associations.
While not a new conversation this is becoming a bigger issue in association circles. Association staff look at their attendees and notice much more white hair than in previous years. Then they look at their data and sure enough the average age of members is in the 40’s or 50’s. Alarm bells start sounding because […]