Top-to-bottom brand overhauls signal increasing image awareness by trade group leaders. But there are associated risks to consider. RELATED STORIES Onion branding campaign sees sales sweeten Evolving, not rebranding: AF&PA sets future direction at meeting In recent months, a number of associations have overhauled their brands—changing names, logos, web sites and communications strategies—in an effort to boost membership and increase the bottom line. It’s a trend, say experts, that indicates greater awareness of brand importance by association leaders. In recent months, the American Cleaning Institute, the Bond Dealers of America and the Insured Retirement… Read More