Branding is a powerful tool for achieving strategic goals. In just a few words, a brand name and tagline can tell a story, revealing who you are, what you do and why it’s important. But what happens when the story changes, yet the words stay the same? Your brand suddenly becomes a barrier to progress, and the only way to move forward is to rebrand, a process that takes time and care to do correctly.From getting members on board with change to using data to create a strategy and generate excitement at rollout, three association leaders who recently rebranded share how they did it.Identify the problemTwelve years ago, Robin Wiener watched language expert Michael Maslansky ask a focus group at… Read More