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And what about that company that would knock Network´s socks off? Well, they needed a name of course.

So, following the retreat, among the many Red Team ideas we implemented, we agreed to look at new names. We had a list of 30 at the start. We set up a contest to get the whole company involved. We got some very creative, terrific ideas. At one point, we had over 150 possibilities.

Some of the most creative ones hit a stumbling block. For instance, could we afford to abandon the word Network, given the existing value of Network Publications, Inc.?

Network. Well, that sure limited some of the best new names. But there was a level of branding that had been built around Network. And we didn´t want to do the ATT- Cingular-ATT thing. So we decided to keep Network because that was one part of the current name that you knew. Since most of our new business comes from referrals (thank you!!), it did not make much sense to change our name to Kaleidoscope, for instance, although many of us immediately loved it! Could we afford to give up that much branding?

Media vs. Publications. In 1992, 100% of our work was publishing magazines, programs and directories. We did print ad rep work as well. Publications in our name made sense. But now, while our print business has grown with more relationships, electronic and event related sales are each roughly equal to what we do in print. We are selling online, radio, and sponsorships on CD and DVDs.

So Publications was too limiting. The solution: Media. And as what is defined as media continues to evolve (YouTube, LinkedIn, etc.), media is still media. So we have room for growth.

Partners. What about the nature of our relationships? We view ourselves (as do most of you) as your partners. We build and enhance relationships for you. We help get the word out about your association and your key role in the market. For us, it is not about the quick sale that is later full of buyers´ remorse. It´s about working with associate members, exhibitors, sponsors, and long time supporters to build relationships and grow revenue. We act as an effective extension of your staff.

We don´t enter into new relationships unless we feel we can add value. We are conscious of potential conflicts as well as synergies. And we take on new relationships only if we have the depth to put the right team on it. We grow when we can handle it.

So partner felt important in defining our mission and role. Later we chose to expand on that idea by incorporating The Power of Us™ into our new brand. In taking our expertise and combining it with yours, we believe, the whole is greater than the sum of their parts.

Inc. This was the easy part. Our lawyer said we are. And, in a way, we think it reflects our substance.

Well, there you have it: Network Media Partners, Inc. So, what´s in our name change? Well, nothing really. But at the same time, it means everything. It´s merely an update that better reflects the role we play today. And it´s a reaffirmation of the commitment to excellence we´ve strived for since day one. So what does it really mean? It means nothing´s changed.

Chip Boyce is president of Network Media Partners, Inc. He´d love to hear from you. Call him at 410-584-1904 or e-mail him.

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