For Washington, a new name may resonate like the Yankees – or ‘become invisible’

“A name change is not just a creative idea. It’s who the team aspires to be, what it wants to stand for, and what’s important for fans. Come up with something that captures that, and not just something to quiet your critics,” said Allan Adamson, co-founder of Metaforce, a branding and activation firm. Click to read more.