Association Re-brand Puts Focus on Consumers
Attitudinal shifts can force a re-brand
Associations typically devote a significant amount of time to building and protecting their brand. But what happens when your brand has slowly garnered an image your members don’t like?
A few years ago, several well-known companies like Nestle and Campbell Soup Co. started leaving GMA because of controversy around its lobbying efforts. For example, the association was fighting against consumer-focused policies like requiring genetically modified food labeling.
Please select this link to read the complete article from Associations Now.