In an effort to make their missions crystal clear, two industry associations have changed their names. The American Society of Association Executives and the Center for Association Leadership (which merged last year) has changed its name to ASAE & The Center for Association Leadership.Meanwhile, the International Association of Convention and Visitors Bureaus, after learning that the average citizen is unfamiliar with CVBs, changed its name to Destination Marketing Association International, with the tagline, "Representing CVBs and Tourism Boards Worldwide." ASAE dropped its full name after focus groups and interviews with members of the association community found that the initials ASAE alone have 95 percent name recognition, according to spokesperson Chris Vest. Reint Reinders, chairman of the Brand Leadership Campaign Strategic Advisory Group, which advised IACVB on its name change, and president and CEO of San Diego's CVB, encourages individual CVBs to consider name changes, when it makes sense. "If 'CVB' works for you, keep it," Reinders says. "Some bureaus call themselves things like 'Visit Milwaukee,' and it becomes their thing."But really, what's in a name? "You can call and market yourself whatever and however you want," says John Hendrie, CEO of Merrimac, MA-based Hospitality Performance Inc., "But unless you have substance, you're shooting yourself in the foot."