The foundation of a healthy Society has many components, one of which is a strong brand identity. A strong brand image enables members to understand and remember the value that it offers. SSO’s strategic plan recognizes the need for all members to understand how the Society provides benefits across a number of areas. Over the last several months, the Brand Development Task Force worked to define the value that SSO provides. Task Force Chair, Robert Martin, II, MD, PhD said, “The composition of the Task Force was very inclusive, with representatives from different career stages, academic and community settings and from different countries.” Dr. Martin further explains, “A key reason to have a brand identity is to have a defined foundation for what it means to be an SSO member. Members have an internal reason or goal for joining, but it may be hard to articulate the benefits when asked. My goal is that the brand identity will unify all members of the Society and that members will have a consistent understanding of the benefits the Society provides.” Task Force member Margo Shoup, MD, said, “The open dialogue among the members of the Task Force enabled us to look at issues from all angles and despite our varied backgrounds, we were able to come to consensus on a number of topics. I’m very excited about how we have defined the value that SSO provides and the need for the Society to be inclusive of all surgeons who treat cancer.”
The Brand Development Task Force presented their recommendations for a new brand identity to the Executive Council’s October meeting, which were enthusiastically received. Look for the new identity at SSO 2019.