Latest in a recurring series of expert columns for association leaders interested in unlocking the potential of social technology. By Scott Klososky Klososky There are association leaders who really do not believe that branding is a concept that applies to their organizations. They believe crafting a brand feel, or message, only applies to consumer products companies. The reality is that every association today has a "feel," which translates into a relationship decision that members and prospects make. Know this: You have a brand in the market whether you like it or not—just like people have reputations, whether they like it or not. At an increasing rate, one… Read More