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1.Yes. We have consulted counsel. We have also reviewed the availability of an appropriate domain name that would reflect the new brand.

2. The Association owns "Putting Knowledge to Work' as a trademark. It is an excellent tagline and we are sure we will be using it far into the future.

3. It was just by happenstance that this issue came up at a New York conference. Luckily, on the plus side, NY conferences tend to be our largest and there are a great many members in several chapters nearby. This vote is done under the mandate of our new bylaws, which were approved by 96% of the members who voted in a mailed ballot.

4. You can find out more about the thinking behind the choice at:
http://www.sla.org/documents/choosinganewname.doc
In general, the reason for only two choices is that a two-thirds plurality is required to approve a new name. This means that it is statistically improbable and very difficult to manage a vote with too many choices. We wanted clear choices that caused focus debate and conversations.

5. Yes. This is a strategic opportunity. We remain open to these opportunities (such as happened in the UK) but only after we have solved our final focus, mission and vision.

6. On Wednesday, June 11, 2003, during the Annual Business Meeting in New York City, there will be a two-step vote concerning a proposed name change for the Association. The two steps are: (1) select a preferred name between the two offered by the Branding Task Force, and (2) vote Yes/No to replace our current name with the winner of the first vote. Any SLA member may attend the Annual Business Meeting at no cost, but will need to register to vote using official voting cards.

In answer to "Why not a mail ballot to all members?" … our Bylaws require that any revisions to the Bylaws be accomplished by a vote of "2/3rds of those present and voting" at the Annual Business Meeting. The importance of a Bylaws change is reflected in the fact that all motions for such changes must be advertised at least 30 days in advance of the Annual Business Meeting; there can not be new motions from the floor for these issues. In addition, the requirement for in-person voting is made in order that all last minute conversation is included in the informed votes of the membership. (Mail and proxy votes do not allow for such last minute face-to-face conversation.)

The actual Motion:

Change the name of the organization from Special Libraries Association to the one obtaining a majority vote (at the annual business meeting) between "SLA" and "Information Professionals International".

The votes:

1. Vote for preferred name between "SLA" and "Information Professionals International"
(A simple majority is required.)

2. Yes/No vote for changing name to preferred in vote 1 (above).

(Approval requires a 2/3rds vote of Yes from the members present and voting.)
(Less than 2/3rds equals No, and we keep the current name.)

Post vote action:

If No, no action required.
If Yes, the Board instructs the Executive Director to engage (1) an attorney to prepare all contracts and legal documents to be revised, and (2) Task Forces and/or Committees to revise appropriate policies and procedures.

Process details:

We will include complete instructions on the voting process and procedures in the bylaws mailing that goes out at the end of April to all members.

We are going to use voting cards that members will pick up at a voting booth in New York. The desk will be open during registration hours (these may be extended Tuesday evening and Wednesday morning).

All members are eligible to attend to the annual business meeting, not just conference registrants. We are setting up a special ABM registration only that will go live May 16th (one day after the conference cancellation deadline) that will expedite the process, allow us to get a feel for the potential number of voters, and will allow these participants access to the exhibit hall after the annual business meeting. Members will also be able to come in on the 11th and register for the day or for the business meeting. Special badges will be issued to those coming only to vote. Members attending only for the ABM will not be allowed to attend the Madeleine Albright session. We will use door monitors to check badges at all entrances to the general session hall.

Voting cards will be issued ONCE. If someone loses the card, we are not going to re-issue the card as this could alter the validity of the vote. On June 5th, we will run labels of all members in good standing. These labels will be sent to the conference. When a member picks up his/her registration packet, they will be reminded to pick up their voting card. There will be a flyer in the registration packet alerting them to the voting procedure. When the member gets his/her voting card, the label will be removed and placed on the voting card. The member will sign for the voting card. The card/label will be stamped for verification.

New members and those reinstating between June 5th and June 11th will be eligible to vote. We have set up a procedure to produce a label and voting card for these members if they wish to place a vote at the annual business meeting.

The voting card will be used to determine the vote for the bylaws amendment only. The vote to determine the choice between SLA and Information Professionals International should be able to be handled through a hand count or standing head count.

The voting card will be pre-printed to contain both possibilities (one motion on each side of the card). We will only count votes from one side of the card (which side will be determined by the majority vote between the two possible names). We will keep this straight by counting either the side of the card containing the member label or the side that doesn't contain the member label.

Voting cards will be required at the annual business meeting for the vote. We will ask the members to raise the voting card to see if we can easily determine if we have a 2/3 vote in favor of the change. If the vote is too close to call or count via the tellers, then we will collect the voting cards. Pens will be provided.

A large Tellers Committee will be created of member volunteers. We are thinking at least 20 people. If you figure a turn out of 2,000 members this would require each committee member to count just 100 voting cards. One person will be assigned as the "head teller" to collect the results of the others and verify the final count. We can also use the Tellers Committee to check badges at the door for the Madeleine Albright session.

The use of the roster of labels will give us a good feel for how many members we should expect to be in attendance and voting at the annual business meeting. This will help estimate the thresholds needed for quorum, majority, and 2/3 votes ahead of time. We can encourage people who SHOULD be voting to pick up the voting card if they haven't already done so.

7. You can contact the Association's Bylaws Committee by looking at the chair and membership here.

http://www.sla.org/content/chdiv/committe/bylawcom.cfm

The 2000-2003 Chair is Marilyn Bromley [mbromley@bna.com]

Name

1. We are no more tied to pronouncing or calling ourselves IPPEE than we are in pronouncing SLA as 'slaw'. With proper introduction of the chosen name for our association we can recommend that our fellow professionals don't damage their profession's image by mocking their association's name. This would be one of the last things we would want to encourage.

2. There are always going to names that are similar. Our goal is to build meaning into our brand. In fact one of the several recommendations of our advisors was to choose a unique name like INSIGHT, iSociety or SLAi that could be trademarked and would not be confusing. The Task Force felt (and member polls confirmed) that our membership would not support this aggressive a name change. The Symbionese chestnut has been around the Association for years. We doubt that librarians will and our members will ever be confused so badly with terrorists that it materially changes our profession!

3. It is likely that all acronyms of 3-5 letters are taken. It was not the Task Force's goal (and we do not think this is needed) to choose a unique acronym. It would, in our opinion, be impossible to find a unique and short initialism.

4. In a survey by the image task force of top 500 CEO's in North America, this designation was ranked as one of the lowest. It is not in our best interests to have a name that only has meaning to us and does not represent us well in communities we need to influence.

5. The Branding Task Force's best advice is that a purely descriptive name allows old assumptions and images about us and our careers to go unchallenged. A name that generates conversations and explanation is more powerful and creates opportunities to market and sell our skills and profession.

6. In polling members we were given strong messages that the name should not be too long and too complicated. It should not try to cover all bases and should try to create an umbrella in which all of the diversity of our profession and future members can be accommodated. We can use taglines, where appropriate to meet this need. Many members commented that "librarians are information professional" and that we should not imply differently with or name. You can find out more at:
http://www.sla.org/documents/choosinganewname.doc

7. Your needs are met simply. Vote against it. The effect of voting down the name change is to stay with the current name with all of its attendant images - good and bad.

8. We've definitely made no choice(s), but here are some that were tested. We guarantee some will not be liked and others will. Some will work for some markets and not for others. Further research in the implementation phase will be required and new taglines may emerge.

· Putting Knowledge to Work
· Leaders in information management
· Leaders in library and information management
· The international association of information professionals
· The international association of library and information professionals
· The library and information professionals associations
· Serving information professionals worldwide
· Serving library and information professionals worldwide
· Information innovators and leaders worldwide
· Connecting with information professionals worldwide
· An international community of information professionals
· Helping people use information innovatively
· Helping information professionals innovate
· A vital link for information professionals
· Information professionals on the leading edge
· Grounded in tradition. Focused on the future
· International leaders in information management
· A global resource for information professionals
· Building the future with information
· Our world revolves around information
· A network of proactive information professionals
· The international librarian's resource
· Professionals using information strategically
· Professionals connecting the world with information
· International network of specialized information professionals
· Your international ally in the information professional
· The home for specialized librarians
· Bringing knowledge to organizations
· Information, Innovation, Ingenuity
· Informing Decisions

9. Divisional priorities and bylaws are within that unit's control. It's your choice. Divisions have changed their names to more accurately reflect their membership and aspirations many times. We can share our process with others in the association.

10. Problem with the word "special"; has a different meaning to people outside the Association. We call it SLA, and rarely use the name Special Libraries Association. A disconnect exists between what we do or our unique competencies and with physical libraries. Our current name is not inclusive or expansive and does not reflect our total membership.

11. SLA would be an initialism and not spelled out. We would build meaning using logos and tag lines and a great marketing communication plan implemented well.

12. Task Force didn't want Information Professionals International to be a tag line for SLA. Seemed inflexible to have both names together. Also wanted to illustrate the spectrum of choices and when you combine the two names, you lose that. Our Association has multiple constituencies, and we want the name choices to appeal to employers as well.

13. The Association has several marketing communication strategies in place. Traditionally these have been separate tactical plans based on the specific need. Marketing needs such as advertising sales, membership retention and recruitment, sponsorship opportunities, government relations, public relations and ISLD were handled as distinct plans. The Branding Task Force recommended and the Board approved two initiatives at the Winter Meeting. One was to re-craft the mandate and name of the PR Committee to be a Marketing Communications Committee and to serve as the focus of member advice on marketing the Association. The second initiative was to hire a professional marketing consultant with experience and knowledge of our profession and sector ASAP. The plan is that we will have a formal overall strategy in place (regardless of the name of the Association - new or old) for launch in phases after the name is finalized.

1. Almost 15% of all Association members are not U.S. based. In order to support our growth or to at least sustain the size of our Association (and by default - our business model) we must attract new members from around the world. It is also healthy for the Association, given the global nature of the information sector as well as the globalization trends in all markets, to mirror the opportunities and populations we need to attract.

2. There are any number of specialized associations dealing with niche markets in librarianship. They have peacefully co-existed with our association for years and usually have a different mandate. It is common for our members to hold memberships in many related associations. It is incumbent on our Association to ensure that value is delivered to members for their dues. When this value proposition is aligned there is no threat. Our members are not so foolish as to make a simple name change a reason to leave - it would need to be a bigger issue of value for money and effort.

3. This branding exercise is not primarily about your job title. If you want to keep the same title for your entire career the Task Force has no problem with that. You can call yourself anything you want and nearly all the Task force members call themselves librarians (although they refer to it in the professional sense and not as their business title since job titles like Manager, director, VP and President generate more income.) It's not about job titles. It's related to what we want to call the domain of our profession and where we want to have influence. It's primarily about what we ant to brand our "Association". AMA ABA etc.

4. Yes. But having a name that mitigates against successful marketing of ourselves isn't good. Librarianship is a great profession. It does however, come freighted with a great deal of assumptions in nearly every place we encounter. If we want to have those conversations about what we do, how its changed and the value we add then we have to not dig ourselves out of a hole first. We have to provide a big tent for all of the key professions that make a difference in our 'information' world.

The Branding Task Force recommends that one factor that will help in these issues is to have a brand that works. Our opinion, supported by our surveys and polls, is that the current name is not working and that it would not be wise to throw a lot of money into a marketing campaign to resuscitate the current name and that we should work on building membership growth with a new name. Membership retention strategies cannot in any respect grow the association - in fact we cannot even maintain it at anything resembling current numbers due to the boomer retirement bulge. We have to attract a broader membership and it will be healthier for us all round to be a home for those conversations.

5. So are we as members of he Association and the Branding Task Force. If anyone wants to challenge our pride in our profession or to insult our commitment to improving our lot they should be ready to have a big debate. Lawyers do have a big image problem and they don't call their association the American Lawyers Association. I wonder why?

6. The key point is that we must build meaning into the name - any new name or even the old one. The way meaning is built in is through our vision statement, our mission, our programs and our marketing as well as through the image/identity program. There is no name that doesn't come with some confusion (Think American Bar Association and American Bartenders Association) and it will usually require some conversation with people who don't know us. Those conversations are a good thing - that's part of our marketing through an army of members. A name that is purely descriptive mitigates against those kinds of conversations and lets people stick with their assumptions about 'librarians' - right or wrong but we would never know. Whenever we get one of those comments that shows they don't understand - it's not an insult it's an opportunity. We're looking for a name that generates more conversations and fewer assumptions. ASIST (American Society for Information Science and Technology) recently went through a re-branding exercise and their mandate is quite different from our Association. We have co-existed with this association for many decades.

7. We agree that this should be a key part of the implementation plan.

8. We encourage member's to influence the key societies that make a difference in their industries and sectors. They are NOT however focused on libraries, librarianship or the broader issues of information. By definition they take a narrower view and an industry or sector view. Our association has a different focus to support.

9. In short we want to attract members who agree with our vision and mission. Many professions that are aligned with us and we need to be open enough to listen and attract them for any number of reasons - lobbying, education, understanding, etc.

10. It would be healthy to have a few techies as members. Our history has been one of being open to change and we have adapted with divisions and caucuses to accommodate the needs of many alternative careers within the information sector.

1. A short bibliography of good readings (2 books and 2 websites) is at http://www.sla.org/documents/brandbiblio.doc

2. The key point is that we must build meaning into the name - any new name or even the old one. The way meaning is built in is through our vision statement, our mission, our programs and our marketing as well as through the image/identity program. There is no name that doesn't come with some confusion (Think American Bar Association and American Bartenders Association) and it will usually require some conversation with people who don't know us. Those conversations are a good thing - that's part of our marketing through an army of members. A name that is purely descriptive mitigates against those kinds of conversations and lets people stick with their assumptions about 'librarians' - right or wrong but we would never know. Whenever we get one of those comments that shows they don't understand - it's not an insult it's an opportunity. We're looking for a name that generates more conversations and fewer assumptions. ASIST (American Society for Information Science and Technology) recently went through a re-branding exercise and their mandate is quite different from our Association. We have co-existed with this association for many decades.

3. We agree that this should be a key part of the implementation plan.

4. No. We'll be seeking professional advice as advised by staff and our PR committee as well as the Board. There will only be one association logo.

5. I doubt this will happen quickly or dangerously. There aren't too many barbarians at the gates and our tradition in our association is that we have many organic and consultative practices in our culture to adapt while remaining focused on our core value and needs.

6. There are hundreds of examples in the literature and in the simple readings we have recommended. (http://www.sla.org/documents/brandbiblio.doc) In the Association world there is AARP as well as CILIP (The merger of the two UK library and information professional associations that was highlighted in the article in the April issue of Information Outlook.) and ASIST and ASLIB in our sector.

7. You can subscribe to a discussion list focused on just this issue! Sign up in the usual way at:
http://www.sla.org/content/interactive/lists/index.cfm
Choose the list called "Branding Discussion List" and start talking!
http://lists.sla.org/cgi-bin2/read.pl

8. In the April issue of Information Outlook, you will find some articles about successful and not successful re-branding attempts. The Task Force will gather some of this information and pass it along. Some other examples include AARP, International Society for Performance and Instruction and the American Hotel and Lodging Association.

9. We agree.

10. The "Inter-Association Task Force Report on Image," resulting from the Presidential Inter-Association Task Force for the Enhancement of the Image of the Librarian/Information Professional set up in 1988 is available for loan from the SLA's Knowledge Exchange, kex@sla.org. There is a $25 charge for all interlibrary loans, payable in advance. There are rumors that the title can be found in UMI, NTIS or ERIC, but we have not been able to find any such references.

11. For some people the title 'librarian' works well and in their favor. For others it is too limiting and works against them. In this association now there are librarians, knowledge managers, chief information officers, web developers, information brokers, consultants, and so on. The word 'librarian' is no longer sufficient to accurately describe the breadth of the association's membership. It's like that rule from subject cataloguing that if you need more than three terms to describe an item, you should instead use a more general term. Well, it's time for SLA to start using a more general term. This does not mean that everyone in the association has to change their job titles. If the word 'librarian' still works in your favor - use it. If 'knowledge manager' or 'sorcerer' or whatever works in your favor - use that term instead. 'Information Professional' might be too general to describe exactly what each individual member does, but it's necessarily so. Anything less general excludes part of the membership and potential membership.

12.The survey included the following name options:

The Association for Leaders in Information Management
Association of Corporate and Specialized Librarians and Information Professionals
Association of Librarians and Information Professionals
Association of Specialized and Corporate Librarians and Information Professionals
Corporate and Specialized Information Professionals
Corporate and Specialized Librarians and Information Professionals
Information Professionals Association
INSIGHT: International Network of Specialized Information Professionals
International Alliance for Information Professionals and Librarians
International Association of Information Professionals and Librarians
International Information Association
International Information Management Association
International Institute of Specialized Information
International Institute of Specialized Libraries
International Society of Information Professionals and Librarians
Librarian and Information Professionals Association
Librarian and Information Professionals Society
Society of Librarians and Information Professionals
SLA
SLAi Special Libraries Association, Inc.
Strategic Librarian Alliance International

The top votes (and some comments) were:
32% Information Professionals Association
30% Special Libraries Association, Inc. (just as limiting as the current name)
29% International Association of Information Professionals and Librarians (too long and cumbersome)
27% INSIGHT: International Network of Specialized Information Professionals (too "hot" and temporary)
26% Association of Librarians and Information Professionals (too long and cumbersome)
25% SLA
24% Society of Librarians and Information Professionals (too long and cumbersome)
23% International Society of Information Professionals and Librarians (too long and cumbersome)

13. The short answer is the Association is not focusing only on Branding. There are other critical issues that are achieving equal and more attention.
These include:

• a revised and updated competency document
• a renewed vision statement
• a reinvigorated mission statement
• improvement to our value proposition including conference, professional development and networking
• renewed attemtion given to Information Oulook
• a revitalized website which will be launched in the summer