How do you make a 150-year-old brand resonate with today’s professional audiences? Through a disciplined brand positioning strategy and message platform that reaffirm its purpose and the value it delivers to members. Through communications that create community and deepen engagement. And through metrics that keep strategy accountable and evolving. Over a decade, I led the AVMA’s rebrand and long-term brand evolution—producing tangible results that continue to move the association forward.