Several associations have renamed their conventions in recent years to reflect changes in industry, draw larger audiences No single road when it comes to branding Different associations employ different methods when rebranding their trade shows, but most interviewed by CEO Update emphasized the need for outside input. Phelps Hope of association management company Kellen said, "You need an objective party to test your thinking. Quite often you have that big personality that hijacks the process and you can't allow that to happen." Three strategies for getting an external view: * National Cable and Telecommunications Association reached out to its vendors for feedback,… Read More