Acronym

I was in Hallmark at Tysons Corner last night and on the wall covered with ornaments that sing, move, spin, blink, talk, crack jokes and wield festive light sabers was a brand I recognized immediately: UNICEF. How many people worldwide must recognize its colorful trademarked globe encircled by children holding hands?

It made me ponder the power of a brand that makes people feel so positive and happy that they want to hang it on their Christmas tree. Look at the booming business that Starbucks does with its annual line of “perk-y” ornaments. Hershey, too. And Coca-Cola, Disney and many more.

As I unpacked my own decorations that night, I saw ornaments issued by my church, my children’s schools and—I admit it—Starbucks. Not one ornament represented any of the myriad associations to which I have belonged for years, none for the organizations that have most influenced my professional and personal life.

Now, I don’t expect associations to leap into action and start mass-producing holiday décor, but it would be interesting to ask ourselves if we were 100% confident that if we did, our members would (1) recognize our brand right away, and (2) feel warm and fuzzy enough about it to consider showcasing us among the items they hold most dear.