In 2006 when I became State President of AAUW of Tennessee, I attended the Conference of State Leaders in Washington, D.C. There I first heard the term “branding” applied to establishing AAUW’s identity. Since then I’ve put much of the information I’ve heard about restructuring AAUW into this framework. With Carolyn Garfein, whose field is marketing, as new national president, we may be hearing more along these lines.