U-Turn From - Outstanding to Standing Out in a Crowded Marketplace

Published by Wisconsin Society of Association Executives

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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.

Presenter: Michael DiFrisco, CAE

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”.

Cost:
$45 for Members
$75 for Non-members

Credit has been approved with the American Society of Association Executives for 1.0 CAE credit.