Presentation
Title
Branding Journey
Subhead Can Be Placed Here
On May 6, 2014 at the ASTD International Conference &
Exposition, ASTD President and CEO Tony Bingham and the
Board of Directors announced that ASTD is changing its
name to the Association for Talent Development (ATD)
Here’s what you need to know….
Why the Change?
When ASTD was first created, we were known as the American Society
of Training Directors. ASTD’s founders had a vision. They wanted to raise
the standards and prestige of the training profession and to further the
education and development of those responsible for training others.
We have continued to build on that for 70 years
While the purpose of our profession – developing the talents, skills, and
abilities of people – has remained constant, the scope and impact of the
field has grown beyond anything our founders could have imagined.
Why Now?
The world has changed dramatically over seven decades
and our profession has too. We are changing to represent
and support the change and development of the field, and
the tremendous global impact of the profession.
How Was This Decision Made?
 Our board of directors has discussed it many times over the years.
The impact of our members’ work stretches far beyond training and
includes many facets – the 10 Areas of Expertise in our Competency
Model is one example.
 Reviewing many years of information, input, feedback, and analysis on
the field’s changes and growth in scope led to this change.
 Data gathered from members, chapter leaders, chapter members,
international partners and others in the global community were part of
the research that helped guide this decision.
What’s the Impact on Members
and Customers?
Your national membership benefits remain the same,
and your online experience to access your national member
benefits and content will be seamless with the switch to our
new name. In the coming months you will receive a new
membership card with the ATD name and logo.
Timeline
Some of the Changes
You’ll See First
Our monthly publications will be re-named during the
summer of 2014
 Digital newsletters, like the LCN, will have ATD branding
beginning in June
 Infoline is becoming td at Work
 T+D magazine – The award-winning, flagship publication
for the profession – will be renamed td
New Content Coming
 The new Science of Learning community has debuted
 CPLP will add global competence
 CTDO magazine – Chief Talent Development Officer
magazine – will be published in 2015
Will Greater Cleveland ASTD
Change?
Greater Cleveland ASTD will transition to ATD Greater
Cleveland during the next couple of months. Your membership
will transfer without any intervention on your part. You’ll notice
our website will be updated over a period of approximately four
weeks.