1. Give Background:
2 years ago, the foundation had a series of discussions (Thank You to those who participated and for your insights)
We elicited the hopes and dreams, both for our communities, and for the foundation’s role
One key result for the foundation was that people said our name didn’t really fit who we are
It was too long
It didn’t reflect the full scope of what we do
It didn’t picture how we engage our communities
It gave no sense of the future we are striving to build
Our name was becoming disconnected from our brand
It was time to change the name to reflect our mission and goals more accurately
Over the past few months, we asked one of the nation’s most creative naming and branding experts – Dan Pallotta at Advertising for Humanity – to help us find a new name
Transition to positioning statement…