In this episode of MyTechDecisions Podcast, host Jonathan Blackwood speaks with Dan Goldstein, Senior Vice President of Marketing and Communications for AVIXA.
If you’re unfamiliar with the name AVIXA it’s understandable. You may know them by their former name, InfoComm International, or you may just know them as the organization that puts on InfoComm and ISE shows each year. If you’ve dealt with AV at all, however, you’ve likely brushed up against someone connected to the association.
Last week InfoComm International rebranded to the Audio Visual and Integrated Experience Association, or AVIXA. It’s a move that’s been in the works for almost two years, and one AVIXA believes will carry the association into the next 50 years. The rebrand is the result of two years of conversations, starting with the association’s board of directors. From there, Dan Goldstein hired a brand consulting agency, Ripe, which urged InfoComm leadership to change the association’s name. The idea was resisted for several months, and has understandably seen some resistance in the industry, but few major changes are ever met with fanfare.
This wasn’t the association’s first name change either. In its almost 80 year history, AVIXA has been known as NAVED, NAVA, and ICIA, among other names. It changed to InfoComm International in 2005 before this most recent split. What this really shows is the association’s commitment to changing with the times. And in the world of technology change is the only constant.
There are many reasons for this recent rebrand, which Dan speaks about in depth in our conversation. The main reasons, though, came down to attracting new members and expanding the already expansive outreach that AVIXA has done in attracting end users to events. It’s also about recognizing that AV is no longer just about plugging in boxes and making them work together. It’s about creating an overall solution, an integrated experience for end users, a qualitative system that improves organizations in many ways that can’t always be measured in numbers.
I’ll let Dan speak more about that. Check out the interview to learn how this will change AVIXA, how it will change shows like InfoComm, and how it will change the entire AV industry.
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