“Recognition and respect are incalculable but leadership recognizes the difference, as do the members. As the executive, I absolutely can report a major shift in attitude toward members and the organization as a whole. Perception is reality. I never could have imagined a name and logo change would have as dramatic an effect in such a short time. The recognition was nearly immediate, within 6 months. We anticipated 18-24 months for the new brand to be assimilated.”