Presentation Title Subhead Can Be Placed Here 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.