Abstract
Like any organization, ABRF must navigate environmental and organizational changes. Our continued relevance and sustainability depends on our ability to provide optimal value to our membership. This interactive session comes right after Chris Dillon's plenary presentation on branding for scientific service centers, and will incorporate analysis and discussions about the newly formed ABRF Strategic Plan. One goal of the discussion will be to determine what our organization looks like now, and how we envision it looking, say 10 years in the future. We will then consider how the strategic plan and branding activities can help us realize that vision. Come with thoughts, opinions, and imagination to help us further craft our plans for the success of our organization!