4 Rebranding Reminders From an ASAE Gold Circle Winner

4 Rebranding Reminders From an ASAE Gold Circle Winner

marketing and communications August 28, 2015 By: Tom Quash, CAE

After years of confusion about the organization's scope and purpose, the Automotive Aftermarket Industry Association changed its name to the Auto Care Association. But that's not where its rebranding story ends.

In April 2014, the Automotive Aftermarket Industry Association underwent a rebranding to include a new name: the Auto Care Association, driven by years of confusion about the organization's scope and purpose. Whether meeting with federal legislators or striking up a conversation with an airplane seatmate, explaining the value of the association became tricky. After the organization's leaders acknowledged these ongoing challenges, they explored options: Should they change the association's name? Change the language? How could they better describe their industry and tell their story? ...