TEC Changes Name to Vistage International
Vistage International, a new name, a new face. On March 31, the company formerly known as TEC unveiled a fresh new look to its members and the world.
Why the change in identity?
Fifty years ago, the phrase “TEC” did not have the same connotation it does today. No matter how you spell it or what it stands for, when people hear “TEC,” they automatically think “tech,” as in high technology. TEC was not a technology company, and -- like any other business -- it would never be able to build a strong brand with a name that creates confusion in the minds of potential members, the business community and the general public.
Where did the name “TEC” come from?
In October 1957, Wisconsin businessman Robert Nourse had a novel idea. He theorized that chief executives could help each other achieve better results in their businesses by sharing their ideas and experience in a confidential setting.
Out of this idea came The Executive Committee (TEC), an organization dedicated to helping CEOs run their businesses more effectively. Half a century later, TEC has grown into the world’s leading chief executive organization, with more than 12,000 members in 15 countries around the world. Over the years, it has helped thousands of CEOs become better leaders, make better decisions and achieve better results.
Despite this growth, TEC never achieved the brand identity or name recognition it deserved. As a result, it has remained a relatively unknown quantity to much of the business world, including many of the CEOs who could benefit from its powerful process.
So while the name TEC served the company well for nearly half a century, the time has come for a change.
From TEC to Vistage
Where did the name “Vistage” come from?
Vistage Chairman and CEO Rafael Pastor explains, “We looked for a name that reflects who we are, what we do, and the central element that we provide to our members. Our conclusion, we provide perspective -- a line of sight, a vision about the future, and the ability to see at the horizon and beyond.
“Our members can see further than others who don’t have this higher line of sight. ‘Vista’ is a good word for this perspective, and ‘advantage’ is what we give our members. Put ‘vista’ and ‘advantage’ together and you get ‘Vistage.’
“In order to build the brand, we needed a name that evokes the powerful advantage available only through membership in our organization. ‘Vistage’ is the ideal choice.”
Only the Name Will Change
Vistage International is our new name and the symbol we will use to communicate the brand to the public. What will not change are all the things that have made this organization so successful over the years.
The mission. The vision. The values. The unique process that combines peer group learning with expert coaching, world-class content experts and a global network of experienced, successful CEOs. The relentless dedication to helping CEOs become better leaders who achieve better results.
We believe that building a stronger brand through a new identity will enable us to deliver on our mission, vision and values with more clarity and greater effectiveness than ever before.
“Our name may have changed, but the traditional heart and soul of the Vistage experience, and our values of trust caring, growth and challenge, remain the same, as does our goal of helping executives become better leaders,” affirms Pastor.
“Vistage signifies our emergence as the global leader in the field of executive development and performance. And our long-standing mission remains as clear and compelling as ever: dedicated to increasing the effectiveness and enhancing the lives of chief executives.”
Expanding the Vistage Presence
As part of the brand identity makeover, Vistage will expand the company’s presence outside of its San Diego-based headquarters. This will include a focus on regional markets in the United States and the establishment of a local presence in major cities that will broaden the firm’s business partnerships and optimize the member experience.
In addition, Vistage will further globalize its membership network by entering into new markets such as China and India, with strong local strategic partners.
“Empowering business executives with additional knowledge and expertise is a high priority for Vistage,” concludes Pastor. “We will be augmenting our services through additional expert resources, expanded curricula, issue-focused conferences and new content offerings. We’re also in the process of developing more robust interactive Web capabilities that deliver practical, real-time advice on critical business issues; delivered in traditional formats and through the latest technologies.
“Like no other company, Vistage leverages intellectual capital in a unique environment of trust and challenge to create broader perspective, sound judgment and fresh new solutions. As we move forward, Vistage members everywhere will benefit tremendously from our new brand, our added services and our expanded connectivity with international peers.”
About Vistage International
Established in 1957, Vistage International is the world’s leading chief executive organization. Vistage enables chief executives to become better leaders, make better decisions and achieve better results. Members gain fresh perspective and find new solutions through a unique combination of peer group meetings, one-to-one coaching, expert workshops and access to "members only" conferences, online best practices and a global network of more than 12,000 executives. Members' companies grow, on average, at more than twice the percentage growth rate after joining Vistage.
Media Contact:
Tony Vignieri
Director of Corporate Communications
Vistage International
858.509.5882
tony.vignieri@vistage.com