Some best practice guidance for associations Related content Modernity calls, and associations respond by rebranding In an association, an effective brand forms a powerful connection between the member and the organization, says branding expert Bonnie Sonnenschein, senior account supervisor with Kellen Communications, an arm of the Kellen Company association management firm. "A brand is the emotional or intangible promise that an association makes to its membership," Sonnenschein said. Her tips (with examples from recent association rebrandings) on how an association can maintain the brand's connection with members—and how to repair it if necessary: —Periodically… Read More