Q: What is a DBA?
A: DBA (Doing Business As) is a commonly used and globally accepted business practice that allows organizations the flexibility and leverage to use variations of their legal name.
Q: When did the Board of Directors vote on this?
A: The decision was made during the SLA 2004 Leadership Summit in Albuquerque, NM USA in January 2004.
Q: How did this happen?
A: During a strategy session, SLA President-Elect Ethel Salonen raised the subject during a discussion on expanding membership outside of North America. She cited an article written by Sylvia James of the European Chapter and the Business and Finance Division pointing out that the term "special library" is not used in Europe and has little or no significance outside the US and Canada.
Q: What role or involvement did SLA Units play in this?
A: The matter was referred to the SLA Chapter and Division Cabinets for discussion to gauge reaction on using the DBA model for association marketing purposes. A joint session of the two bodies discussed the matter, and many opinions were expressed. The prevailing sentiment was for the Board to go ahead and act on the DBA model.
Q: What is the business case to support this?
A: Many information professionals outside of North America are confused by the terminology used in our extended name and, consequently, hesitate to join SLA. With this model, we are able to attract new market segments in various geographic regions around the world.
Q: Didn?t the membership vote against this at the NYC Conference?
A: The membership voted against a legal name change in New York. Use of the Association's acronym as a DBA is not a name change but a business practice that gives us flexibility to target our communications to specific audiences. It is also something most of us use in everyday conversation and writing about the Association.
Q: Isn't this just an underhanded maneuver to impede our right to choose a name for the Association?
A: This action does not preclude a legal name change. If and when a name change comes up, the members will have the right to vote on that change. The move to use the Association's acronym is not related to any name change vote. Furthermore, it has been a longstanding and widespread practice throughout the Association to refer to the organization as SLA.
Q: Will this have any impact on a future name change?
A: This initiative has no immediate or future impact on a name change for the Association.
Q: How much money will this cost the Association?
A: This initiative will have a minimal financial impact on the Association. As you already know, SLA is moving to a new headquarters in Alexandria, VA. Many of the costs that are associated with changing stationery and related information pieces have already been budgeted in relation to the move.
Q: What changes will take place?
A: Over the coming weeks and months, we will be integrating the new acronym and visual identity into our publications, marketing materials, e-newsletters, advertising, exhibit imagery, our new headquarters building, and many other facets of our work. SLA units will also be asked to integrate the new visual identity into their existing and future communications tools.
Q: What does this mean for the current logo and taglines?
A: The current logo and tagline have been updated to reflect the new visual identity and brand message.
Q: When will these changes take effect?
A: Implementation began on February 27, 2004. However, the process will occur over at least 60 days. Some portions of the implementation phase may require more time, but will be addressed on a case-by-case basis.
Q: Where can I get additional information on the DBA plan?
A: For additional information on the Association operating under the DBA model or the new visual identity, contact Nancy Sansalone +1.703.647.4935; email: nsansalone@sla.org.
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