"The times.....they are a-changing.." Lyrics from a Bob Dylan song that can now be applied to today's businesses which are planning to re-brand. Re-branding is not something to be taken lightly. Ask anyone who's been involved in re-branding a business and they'll tell you, it's time-intensive, takes much collaboration and going back and forth. It takes vision. Re-branding can make or break an organization. It's that significant.
Enter.....the NSA. No, not the National Security Agency. Although, according to some NSA (National Speakers Association) members, they sometimes have to explain which NSA they are representing.
The National Speakers Association has decided it's time for a change. At the 2014 NSA Convention in San Diego, attendees were privileged to see the BIG REVEAL.
Enter....Platform. Changing the name of the organization gives it a new identity. The very definition of "platform" can be the stage from which a speaker presents or an individual's statement of principles and plans. Maybe the brand "Platform" incorporates a bit of both. Plus, it's one of today's business buzzwords, readily recognizable, familiar.
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Still, what would prompt a well-known, established organization with name recognition to change all that?
- "National" no longer representative of the membership- The global population has become more closely connected than ever before. It's easier than ever to expand in the marketplace.
- "Speakers" not an accurate term- Members are storytellers, coaches, celebrities, educators, strategists....and the list goes on.
- "Association" is outdated- In 1973, this worked. Today many organizations don't use this term.
For more information, click here to take a look at this video clip from the convention, unveiling the brand and sharing, "This new brand, and everything that comes along with it, is how we take the past and build on all the great things that we have done here." According to the website, www.platform.net, Platform is slated to launch in 2015.
For this gal who often speaks from the platform, I look forward to seeing the NSA transition to Platform in 2015. Embracing change can be challenging. It can also be exciting and carry you to greater heights of success.
The world is watching, NSA. Let the change begin!
Jean Bailey Robor, author of "She Has a Big 'But'! Get Past Your Excuses & Realize Your Dreams," is that "Big 'But' Humorous Speaker." Contact her for your next corporate, civic or faith-based event.
FYI- Since this post was written, NSA has decided NOT to go with Platform. It appears to infringe on the brand created by Michael Hyatt, an excellent speaker and professional. So.... rather than take down this blog entry, I'll just leave it and add this little addition. Rock on, NSA!
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