An association that organises peer-to-peer events for
association executives has issued a cease-and-desist letter against a new
competitor using what looks like a strikingly similar logo.
Lawyers acting on behalf of the Association of Association Executives (AAE), fired the legal
warning at the India-based Society of Association Executives (SAE), which launched
last month.
UK-based AAE, which runs the annual Associations World
Congress, was founded 12 years ago and claims to be the largest community of
association executives outside North America.
It also runs an annual UK-based association congress and over the
years has established an extensive portfolio of educational and training content
that runs throughout the year.
The SAE describes itself as a ‘strategic
collaboration’ between GConvene, led by Kalpana Uberoi, and association advisor Gregg
Talley, of Talley Management Group (TMG).
In a press release, Talley said: “The timing of SAE launch
could not be more strategic. With over 10 million associations worldwide
driving economic progress, India stands at the epicentre of this global
movement”.
While that may be true, the branding clash between SAE and
AAE proved too much for AAE founder and executive director Damian Hutt who has now alerted his lawyers.
Spot the difference?Hutt said: “It clearly looks like our brand as I've
already had several people asking me if it has anything to do with us! We have
2,400 India-based association executives in our community that have engaged with us, come to our leadership summits in Delhi, so I think it’s going to be very
confusing. No other organisation in our field has felt the need to have the
same type of logo – that distinctive huddle of people. Morally, I think they
have a duty to change that.”
In another twist, the SAE press release mentions another body called the Society of Indian Associations, but doesn't explain how this organisation is related to SAE. It also says SAE will be 'aligned with' the American Society of Association Executives, the African Society of Association Executives and the European Society of Association Executives.
Hutt added: “They have chosen a name that is very close
to ours – all the other ‘societies of association executives' have their country
or regions mentioned in the title. We have invested considerable money and time
in India – not to make a profit, but to provide support for the association
community. Their press release suggests they are also going to operate internationally, which makes them a competitor, so we can’t afford to let this go unchallenged.”
SAE was approached for comment.
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
