The 20 or so assembled integration industry reporters learned the news yesterday morning, but were under strict embargo not to reveal that InfoComm International has changed its name to AVIXA (Audio Visual and Integrated Experience Association) until 7:00 p.m. E.T. last night. It was well-teased, however, that a big announcement was coming. When the clock struck 7:00, articles went live, newsletters were launched, and the #AVTweeps community on Twitter reacted.
AVIXA has to be impressed that its member community cares this much about its brand shift and name change.
Meanwhile, for InfoComm International, now AVIXA, changing the well-branded name of the trade organization was anything but a quick reaction.
It’s a move that’s been in the works for almost two years, said executive director David Labuskes, adding that he believes the new name will carry the association into the next 50 years.
“As of today, we’re something more,” Labuskes said. “This is a name that marries the tradition of what we do with what we create. It’s who we’ve been, who we are and who we hope to be.”
The AVIXA brand is the result of about two years of conversations, starting with the association’s board of directors, who asked Labuskes and others in InfoComm to consider how to revitalize the brand going forward. From there, senior VP of marketing and communications Dan Goldstein hired a brand consulting agency, Ripe, which urged InfoComm leadership to change the association’s name.
.@infocomm Renames Itself ‘AVIXA,’ Audio Visual and Integrated Experience Association https://t.co/4oPIy09y63 via @commintegrator #avtweeps
— Tom LeBlanc (@leblanctom) September 13, 2017
Labuskes resisted the idea for several months, he acknowledged, so he won’t be surprised if some in the space don’t like the change. The new brand is about attracting new members and expanding the already-robust outreach AVIXA has done in attracting end users to its events, including through the TIDE Conference at InfoComm 2017.
“There’s resistance when you do something bold,” says Labuskes. “We’re reaffirming AV with this new brand. This isn’t about leaving them behind. There’s a continued shared need to advance the industry and we have a sense of responsibility to help our members achieve greatness.”
What do you think about @InfoComm changing its name to AVIXA (AV and Integrated Experience Association)? https://t.co/rBPqlmC55S #avtweeps
— Tom LeBlanc (@leblanctom) September 13, 2017
AVIXA’s shows will retain the InfoComm brand, especially as several of them have achieved record attendance in the past year.
AVIXA—chosen from about 70 possible names—isn’t the association’s first name change. It started in 1939 as the National Association of Visual Education Dealers, before merging with the Allied Non-Theatrical Film Association in 1949 and becoming the National Audio-Visual Association. NAVA changed its name to the International Communications Industries Association in 1983 and then to InfoComm International in 2005.
“It’s not a new coat of paint,” says Goldstein, who has been pushing for InfoComm International to change its brand for several years. “It’s a new value proposition.”
Here’s how people on Twitter reacted to InfoComm International Becoming AVIXA:
I think direction and strategy sound great. New site/content = awesome. Name – not so sure.
— Alex Crabb (@alexcrabb) September 14, 2017
Not sure about the name, BUT – the website and information presented is RIGHT ON TARGET <IMHO> .
— George Tucker (@TuckerTues) September 13, 2017
I’m not sure it will play well with our clients.
— Ken (@vidiot2) September 13, 2017
Sounds like some sort of medication running commercials during Price is Right… guess we’re going with it #AVtweeps #ProAV https://t.co/YJMRHSbdkb
— Jonathan Blackwood (@BlackwoodTweets) September 14, 2017
Content drives “experience”. AV firms integrate ‘equipment’. Software is a subset to the AV Integration business.
— Century Audio Visual (@CenturyAV) September 14, 2017
Very excited about @InfoComm‘s new name: AVIXA. If the experience isn’t right, AV is worthless! New website too: https://t.co/mKhN9CE6U2
— Jim Kelly (@GeekInAwe) September 13, 2017
Association for Computing Machinery was founded in September 1947.
Good thing they never changed name. #justsaying (GT) #avtweeps #AVIXA pic.twitter.com/uJNl3Rfvht
— Aurora Multimedia (@AuroraMMCorp) September 14, 2017
Be sure to check out the newly designed https://t.co/t3CpJ6J550 to get a sense of what #avixa means to you #avtweeps
— stevegreenblatt (@stevegreenblatt) September 14, 2017
