Advancing Kansas Associations Through
Collaboration, Education, Information and Advocacy.
The Kansas Society of Association Executives
Tuesday, March 1, 2022
Most associations offering similar services or products are like cars traveling down the same highway. They might be different makes and models and they might be traveling at varying speeds and in different lanes, but all the cars are headed in the same direction. But here’s a universal truth: The more similar the services or products, the more important the differences.
And most associations and their offerings just blend into the freeway of endless, snarled traffic. Yet our brains are hardwired to notice only what’s different.
To move from outstanding to standing out, then, it’s not enough to go faster or change lanes or even get a new car. You need to exit the highway altogether and head in the opposite direction.
You need to make a U-turn.
Michael DiFrisco, CAE, is the developer of the BrandXcellence Brand Strategy Workshop and Brand LaunchPad™ and has worked on marketing and branding teams for most of his professional years. In addition to leading the brand charge for diverse organizations including the American Academy of Cosmetic Dentistry, the Experimental Aircraft Association, and Ducks Unlimited, DiFrisco has also worked in the financial services and publishing industries. DiFrisco is the author of dozens of articles on branding and marketing topics and often speaks to diverse audiences on brand strategy. He is also the author of Shadowcasting: Growing Your Business by Growing Your Reputation, and RADICAL Branding. He has been recognized with numerous marketing awards and accolades including the American Society of Association Executives Award of Excellence, a Direct Marketing Guild John Caples Award, an Echo Leader Award, ARC Award Grand Winner—not-for-profit annual report, a Bronze “OZZIE” Award—association magazine, and multiple Advertising Federation “ADDYs”.
Join the live program from your office, home, or hotel room using a computer with high speed internet. You may ask questions, participate in surveys, and post comments from your computer during the program. Please note that credit (if available) is only provided to registered attendees participating at their own computer and phone. Simple instructions with a link to the program will be sent when you register and again the day before the webinar.