Sigma Theta Tau International, Honor Society of Nursing provides leadership and scholarship in practice, education and research to enhance the health of all people. They do this by supporting the learning and professional development of nurses and nursing worldwide through their careers. Their problem is their name is too long and misleading. Most people hear the Greek letters and assume the Society is a group of colleges not serious, disciplined professionals.
P O S I T I O N I N G : Since a name change was not on the table, we rearranged the furniture. By making the descriptive phrase 2.5 times more prominent most of the misunderstandings disappeared. We then redrew their historical cress, simplifying and clarifying the elements in more contemporary fashion.