What’s in a name? That which we call a rose by any other name would smell as sweet. That is, unless you are a member of the National Speakers Association (NSA).
The NSA annual convention this month in San Diego culminated with an announcement that took most members by surprise. The association, which has been called the National Speakers Association since its founding nearly a half-century ago, unveiled a new name and logo consisting of a single word: Platform.
The rebranding was intended to help people unfamiliar with NSA that this association (the National Speakers Association) is not that federal agency (National Security Agency), despite their common acronym. The association is global now, not just national. People who are not professional speakers join and benefit from the association. As is said in the association’s video, “It was time to step up and embrace the new world.”
A new name? A fresh look for a tired brand? What’s not to like about that? Change is good, right?
Not so fast. Members and non-members alike are up in arms about the change. Reactions to the name change fall into four basic camps:
The process camp