Inside the CEA-to-CTA Name Change
This afternoon (Nov. 10), a formal announcement by the Consumer Electronics Association (CEA), producer of CES, will be made that its name is being changed to the Consumer Technology Association (CTA). Gary Shapiro, president and CEO of CTA, shared his insights with Dealerscope’s Nancy Klosek about the whys and wherefores of the decision.
Dealerscope: How would you characterize the renaming of the organization – is it an update, a “reboot,” a refresh, or is there another word that best characterizes the change? How do you feel that the change will be perceived by everyone? How will it more accurately reflect the industry you represent, in all its aspects?
Shapiro: Our name change is an evolution. Just as the tech sector itself has evolved and now crosses multiple industry sectors, we’ve broadened our membership to include new technologies and intersecting industries – software, app development, crowdsourcing technology, robotics, content creation, and the personalized health care and services sectors.
As the association that represents more than 2,200 technology companies – 80 percent of whom are small businesses and startups – innovation is at the core of everything we do. And our new name, the Consumer Technology Association, most accurately reflects our vision, scope of activity, current membership base and brand promise.
Dealerscope: How does your decision to make a name change from Consumer Electronics Association to Consumer Technology Association more closely adhere to the organization’s Mission Statement? Are you expanding your Mission Statement to encompass an even wider mission than that which is succinctly stated in four words: “To grow the industry?”
Shapiro: Our mission absolutely remains to grow our industry. And the industry we represent has grown as well. Our name change reflects that growth and allows us to more accurately represent the entire consumer technology sector.
Several years ago, our executive board directed us to focus on promoting innovation – and we’ve succeeded in positioning ourselves as a global champion that encourages and highlights innovation. However, our former name seemed to sometimes contradict this positioning. The name Consumer Technology Association addresses the most outdated part of our current name, replacing “Electronics” with “Technology.” With CTA, we’re able to update our brand name without changing our core identity.