InfoComm International Rebrands as AVIXA
"Welcome to AVIXA," CEO Dave Labuskes said to the crowd gathered near the headquarters of association that is, otherwise, formerly known as InfoComm.
As a global rebrand that represents a new mission, Audiovisual and Integrated Experience Association (AVIXA) is not "just a new name, [it is] a new kind of organization." The non-profit hopes to court more members from the design community, IT professionals, and the professional AV industry; capitalizing on the natural culmination happening in today's market.
Even the pieces of their name represent different goals from the association. AV is the building blocks, IX is experiences created from a "combination of technologies, factoring in the right content and space, integrated together to achieve [the] desired outcome," and the association represents solidarity in a thriving industry as a hub for growth.
“As of today, we’re something more,” Labuskes said. “This is a name that marries the tradition of what we do with what we create. It’s who we’ve been, who we are and who we hope to be.”
AVIX has aligned their rebrand to four key goals that reflect an AV first mantra:
- Realigning content and training programs to reflect the ‘integrated experiences’ concept
- Increasing awareness of the association within the industry
- Reinventing membership model to accommodate companies and individuals within the wider AV industry
- Improving market intelligence
The bottom line is that AVIXA wants more members and to build a bigger community. It's no secret that InfoComm and ISE have grown considerably over the past few years and the AVIXA rebrand is one that will act as a catalyst for global market growth. It is about finding and growing secondary audiences for the AV community to reflect the current state of the industry.
"We resolved to reclaim the wonder of audiovisual experiences," AVIXA addresses in their rebrand. "This has included increasing industry awareness, realigning content and programs to demonstrate the value of AV in achieving outcomes, reinventing our value proposition so more people can see themselves as members of our community, initiating deeper market intelligence to improve the stories we can tell about the power of AV … and reexamining our brand identity to make sure it supports all our other efforts."
It seems that AVIXA has correctly identified the shifting landscape with this move. The pro AV landscape has many moving pieces that include lighting, whole home control, information technology, sensors, and mobile device integration to name a few.
"The AV industry is absolutely in the integrated experience business," AVIXA notes. "Our association’s name now reflects that."
Since the associations birth in 1939, AVIX will be the fourth name change. It's 1939 inception as the National Association of Visual Education Dealers lasted a decade before merging with the Allied Non-Theatrical Film Association in 1949 and becoming the National Audio-Visual Association. NAVA became the International Communications Industries Association in 1983, InfoComm Internation in 2005, and AVIXA in 2017.
“It’s not a new coat of paint,” says Dan Goldstein, senior VP of marketing and communications. “It’s a new value proposition.”
On a final note, AVIXA stresses that the InfoComm and ISE trade show names have built a positive reputation and will not change their moniker to reflect the new company; so don't expect AVIXA Las Vegas or AVIXA Amsterdam anytime soon.