Association Societies Alliance Announces Rebrand to Association Leadership Coalition

The Association Societies Alliance (ASA), the national organization serving chief executives of state, regional, and international societies of association executives, today announced it will rebrand as the Association Leadership Coalition (ALC).

Founded to foster collaboration and shared learning among association society leaders, ASA has long served as a trusted peer network for senior executives. The transition to ALC reflects not just a new name, but a confident articulation of the organization’s leadership role within the broader association ecosystem.

State and regional societies of association executives play a critical role in strengthening local industries, workforce development, and professional communities. By convening the leaders of these organizations, ALC amplifies the collective influence of associations operating closest to the communities they serve.

Over the past year, ASA partnered with Willow Marketing to conduct a comprehensive brand evaluation and repositioning process, including stakeholder input, competitive analysis, and message refinement.

"Association Leadership" directly reflects who the organization serves — executives leading association communities across the country. "Coalition" reflects the organization’s evolution into a unified leadership body — one that advances shared priorities, elevates peer collaboration and strengthens the collective voice of state and regional association leaders nationwide.

The new tagline, Connected Leadership. Local Impact., reinforces ALC’s role in strengthening leadership capacity at the state and regional level while elevating the broader association industry.

"When we introduced the new name to our members, they immediately embraced it," said Amy Wilson (Mississippi Society of Association Executives), current ALC chair. "We were looking for a name that better reflects the strength and values of this organization. Our collective experience empowers growth for each member and the associations they serve. This new name captures that spirit of collaboration and impact."

"As immediate past chair, I’m proud of the foundation built under ASA," said Angela Kisskeys (Associations North), ALC's immediate past chair. "The transition to Association Leadership Coalition reflects thoughtful strategic alignment and a forward-looking vision. The new name more clearly defines our role as a convener of association leaders committed to collaboration and collective impact."

"This organization represents an extraordinary network of association leaders whose work influences industries and communities nationwide," said Kim Jones, Willow Marketing's president. "It was an honor to help refine a brand that reflects the strength, unity and leadership they already embody."

The rebrand advances ALC’s strategic priority to elevate its national profile, clarify its leadership role and amplify the collective influence of its members. Collectively, ALC members, which includes the Ohio Society of Association Professionals (OSAP), which OSAP President & CEO Jarrod A. Clabaugh, CAE served as ALC executive committee member, chair and immediate past chair recently, lead organizations that serve more than 4,000 associations and 14,000 professionals across 35 states and internationally — influencing industries, professions and local economies at every level.

The full brand launch, including new visual identity and website, will debut in summer 2026. Members and partners will receive implementation guidance in advance of the public rollout. As ALC moves toward its public launch, the organization is positioned to serve as the unified leadership voice for state and regional association executives shaping the future of the profession.