In a strategic move intended to more appropriately reflect its vision and mission, the SLA Board of Directors recently made the decision for the Special Libraries Association to operate publicly using its acronym in place of its extended name. The Association will continue to operate legally and financially as "Special Libraries Association." The change to "doing business as" SLA occurred after SLA President-Elect Ethel Salonen (MPI Pharmaceuticals, Boston, MA USA) raised the subject during a strategy session on expanding SLA's reach beyond North America. Many information professionals outside the United States and Canada are confused by the concept of a "special library" and hesitate to connect with or join SLA. The matter was referred to the SLA Chapter and Division leadership for discussion to gauge reaction on using a DBA model for the Association's marketing purposes. The leadership supported this new business model, and the Board of Directors subsequently took formal action to solidify the Association's position in the marketplace. Integration of the new model into the Association's visual identity will continue over the next 60 days.