Luggage Tags and Breath Mints: How MSAE Refreshed Itself As Associations North

Association Adviser

Most associations wouldn’t risk offending or confusing their members by giving them air freshener and breath mints, but earlier this year the Midwest Society of Association Executives handed out plenty of both to members in celebration of their “fresh,” new name, Associations North. Her insight into their rebranding research process left us with the strong impression that their new tagline of “moving professionals forward” is much more than a platitude; but a promise to members.