The Positive Impact of an Association's Rebrand on Government Relations

The Positive Impact of an Association's Rebrand on Government Relations

Leadership June 29, 2015 By: Rich White and Aaron Lowe

Battling both a legislative and image obstacle, the Automotive Aftermarket Industry Association decided it was time to switch things up. The group recently rebranded as the Auto Care Association—a move that has, in just a few short months, introduced a breath of fresh air into the association's government affairs efforts.

One of the keys to success in obtaining or defeating legislation that impacts your industry is the ability to communicate the importance of your industry and its issues to a legislator's district or state. In other words, if your industry is not perceived as important, your issue or your position on the issue, rightly or wrongly, will not receive relevant consideration by elected officials. Historically, the Automotive Aftermarket Industry Association (AAIA) ran head-on into this perception problem as part of its decade-long battle for passage of Right to Repair legislation both in Congress and in the states. ...