Greater Washington is primarily perceived to be a place of gridlock, partisanship and political dysfunction—and, as of late, a swamp that needs to be drained. This image hindered the region’s strong bid to host the 2024 Olympics and affects the region’s ability to attract and keep talent.
Recognizing that external perceptions of Washington are tied to negative concepts of the federal government and that current residents and businesses do not identify with a unique regional brand, the Rebranding Greater Washington Taskforce was formed last year. Our charge is to create a regional brand that transforms the image of the region into one that is less government-centric and positions the region based on its positive attributes such as the skilled workforce, high quality of life, cultural diversity and uniquely attractive business ecosystem.
Greater Washington is a place where history happens and people are beginning to notice. Recently, Nestle announced that it would be moving its headquarters from California to Greater Washington, in large part due to the region’s highly educated and talented workforce; and U.S. News and World Report’s recent ranking of Greater Washington as #4 on its list of best places to live.
We are much more than just the Federal City. Stretching from DC into parts of Maryland and Virginia, we are a strong region that has a lot to offer. But, we must act as a region to move forward. The regional rebranding campaign is a true litmus test for regional collaboration. We’ve built the foundation for our brand, now it’s time to bring it to life.
To get involved visit: www.the2030group.com/rebranding-greater-washington
(The 2030 Group is an organization of Greater Washington business leaders focused on regional long-term decision-making and solutions. The 2030 Group’s mission is to increase regional collaboration and to advance a strong regional economy that can compete on a global scale, sustain economic development, strengthen employment opportunities and provide a high quality of life for current and future residents. The 2030 Group, over the past eight years, has sponsored independent, academic research and analysis to better understand the regional economy and the actions public and private sector leaders can take to put it on a positive and sustainable trajectory.)
Provided by Cary Hatch, CEO, MDB Communications, who is project manager for this initiative. MDB is a Capitol Communicator sponsor.