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Branding Journey

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

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

Our monthly publications will be re-named during the summer of 2014

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.