Related content Need to connect spurs makeovers Rebranding can be a complicated process—not to mention a touchy subject—so experts who have helped associations rebrand offered CEO Update some tips on how to do it right: Research, research, research: Your new name must be accepted by a wide variety of stakeholders, from members to the public to policymakers and their staffs. Rebranding consultants don't just sit around their offices dreaming up clever names—they conduct thorough research, which involves bouncing ideas off everyone from board members to federal regulators. "It's critical to test it with the right people," said Afshin Mohamadi of Quadrant Strategies, which… Read More