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To stay relevant, professional associations must rebrand

from Harvard Business Review

You might be surprised to learn that the Consumer Electronics Association is now called the Consumer Technology Association (CTA). The organization behind the popular Consumer Electronics Show (CES) announced the rebrand last November in a move that garnered little attention. Most likely, the lack of any substantive reaction to the rebrand was because it’s a change that seems too little, too late. Like so many other professional associations and industry organizations, the CTA followed the conventions of association branding: update the terms, but keep the words and the acronym fairly close to the previous version. But this strategy misses an important opportunity for associations – many of which are in trouble. more

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