How do you keep a century-old institution meaningful to a generation that's stopped joining things altogether? Lee-Sean Huang, Chief Community Officer of AIGA, joins Ethan Decker to talk candidly about AIGA's membership decline, the tension between community patronage and pay-for-service value, and what it actually takes to serve everyone from the casual event-goer to the die-hard super-user. Along the way, they trade real-world examples from Dove, Tiffany, and Prada, wrestle with the \"old but innovative\" heritage-brand tightrope, and confront a truth a lot of legacy organizations avoid: plenty of people have simply never heard of you. Ideal for association leaders, community builders, and anyone managing a brand with more history than headlines.
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If you're running a legacy brand or membership organization and wondering how to grow without losing what makes you trusted, this episode is a must-listen. Subscribe to Cover Brand for more, and visit appliedbrandscience.com to dig deeper into the science behind the strategy.
Produced by BiCurean.com
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