So the District of Columbia Water and Sewer Authority changed its name to DC Water and spent $180,000 on a branding campaign (see the “Hearts and Minds” article in this issue of TPO).Must be nice to have that kind of money, eh? And time? Why, if your smaller community spent money on anything as frivolous as branding and public visibility, you’d get pilloried in the local press, right? Exercise in image polishing. Waste of public money. And all that.Maybe you think that way and maybe you don’t. Whatever. Let’s stop for a moment and consider why branding can be one
