First it was Cognitor, which met with a strongly negative reaction. Then XYZ became the placeholder, while the AICPA came up with a permanent replacement. Now the decision has been made and it appears that this one is final.

The new name for the proposed global business credential is Strategic Business Professional. The organization that will sponsor this credential is to be called the International Institute of Strategic Business Professionals (IISBP), and the recommendation is that the organization acronym, IISBP, is what will appear after a person's name, as in Judy Trepeck, CPA, IISBP.

Trademark registrations have been filed, and domain names have been secured. Interestingly the domain names, iisbp.net, iisbp.org, and iisbp.com were registered nearly a month ago by an organization called New Fizz Corporation. Shall we assume this is a name used by the global credential committee to hide its identity while registering for domain names?

The new named was chosen for the following reasons:

• Simple, descriptive nature, and ability to communicate the essence of the organization/credential to all interested parties
• Appeal, as determined by extensive research performed among CPAs and demand-side executives (working both in industry and professional services organizations)
• Availability of use, as determined by trademark searches in relevant markets around the world and domain names
• Translatability into languages prevalent in major markets where it will be used