1000 Friends of Washington changes it name: Becomes 'Futurewise'
Washington State - 1000 Friends of Washington, long involved in lawsuits across the state promoting more regulation on private and public property, has changed its name.
In a news release issued on their website, the organization says:
"New name is stronger and more representative of our work.The
state’s leading advocate for livable communities and land conservation
has a new name: Futurewise. We also have new tagline: “Building Communities,
Protecting the Land.”
"We are doing powerful work. We needed a stronger name. There
are more than 300 groups in Washington with the word “Friends” in
their name. “Friends of…” is a generic name that made it almost impossible
for us to build recognition and credibility with the general public.
"Growth management is broad and complicated. The Growth Management Act itself has fourteen key goals. If you have to summarize our work in one word, there is only one word that can do the job – future. We are working to help communities create a better future.
"A unique, credible and evocative name is the cornerstone that
will enable us to build a brand that connects with the general public,
the key ingredient for building a bigger, stronger, more recognized
"How did we arrive at this decision?
"To answer that, it’s best to step back a bit.
"Spurred by countless tales of confusion over the 1000 Friends
of Washington moniker (Is that a word or a number? Only 1000 friends?
Is that a Quaker group?) a group of staff and board began about 18
months ago to address the lofty question, What’s in a name?
"Specifically, we asked what was both valuable and problematic
about the 1000 Friends’ name. Certainly, there were arguments for
keeping it. For one, we’ve got 15 years of equity. For another, people
who circulate in the growth-management world know us by that name
and we might confuse some with a change.
"Polling over the years has shown us that our name recognition
among ordinary citizens who consider themselves environmentally minded
was far lower than we believed it should be, particularly given the
relative frequency with which news of our work appears in the state’s
"And anecdotal evidence noted a number of problems. People morphed
the name into all kinds of forms. We were “Friends” to some, “1KF”
to others and “FOW” to others still. And, where exactly do you put
1000 in the phone book? Plus the name suggests that there are only
1000 of us.
"So we set out to turn the negatives into a positive.
"With the very generous help of Terry Heckler, whose advertising
and design firm Heckler and Associates has named and developed many
of the world’s most recognizable brands (Starbucks coffee comes first
to mind), we engaged in a disciplined study of our needs.
"A good name, a name that facilitates the building of a brand
in the crowded arena of public discourse, needs to be both unique
and credible. It needs to be spelled easily, pronounced simply and
consistently reproduced. It needs to stand the test of time, lest
its descriptive nature fail to capture the scope of future work. All
the while, it needs to evoke positive reactions from those who hear
it for the first time.
"So, we asked, what are we working for? What underscores everything
we do? What defines our movement?
'Futurewise: Building Communities, Protecting the Land.
"Futurewise owes its thanks to volunteer designer Michael Leavitt,
board members Jay Arnold and Dave Russell, and staff members John
Healy, Susan Elderkin and Scott Kennedy.
"Now we set out to introduce ourselves as Futurewise to the
world. As you’ll see when you read the stories throughout this edition
of Outlook, the name may have changed, but the product of the organization
is the same great work you have come to expect as you’ve supported
us over the years.
"It is our sincerest belief that the development of our new brand under the Futurewise banner will enable us to connect with a far larger audience, with far greater capacity to support our mission, than ever before."
The Futurewise website is at http://www.futurewise.org/
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