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.
Over the past year, there has been a lot of positive momentum behind the rebranding effort. Greater Washington is a place where history happens and people are beginning to notice. Recently, Nestle announced that they would be moving their 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 #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.
Are we ready to come together as a region to champion this new regional identity?