Tim Carr
Jerry Nichols



Earlier this year in its global newsbrief Nielson wrote:  “A brand name can be one of the most valuable assets a company possesses.  It can lend credibility to product efficacy and provide an assurance of quality, letting consumers know what they can expect when they buy a product.”  We couldn’t agree more.

When we changed our name in 2013 — after two years of research, testing and more testing — we took the step knowing that our new name reflected the essence of the work we do.  Since that time, we continue to expand, build and evolve to provide academics, practitioners and students the opportunity to have an EDGE. 

Expanding on our brand name, in July we launched a new campaign:  Find Your EDGE.  Because a picture is worth a thousand words and video is exponentially more powerful, please allow us to present our newest, most powerful message:

As we continue to build on the power of our name, we need look no further than the marketing basics to continue to build our brand strength and recognition:  1) keep it brief; 2) create a positive image; 3) create visual appeal; 4) be consistent; 5) be unique; and lastly, 6) think long-term!  To all of these, we say yes!

Tim Carr, Co-Chair
Jerry Nichols, Co-Chair