One of our area’s largest nonprofits just changed its name from the Dubuque Racing Association to DRA. While the designation just became official, people have been calling it just DRA for as long as I have lived here. Now that greyhound racing has stopped, the change makes sense — but should they have limited themselves in the original naming?
DRA isn’t the only organization that shortened its name or embraced initials when the focus changed. The National Biscuit Company became Nabisco when they expanded offerings. Kentucky Fried Chicken legally abbreviated to just KFC to take the focus off unhealthy “fried.” British Petroleum moved beyond Britain and became BP. Minnesota Mining and Manufacturing Company embraced 3M when it produced more diverse products. American Telephone and Telegraph became AT&T as it diversified from its original focus.
It may seem logical to name your organization (or project or blog) with something that describes your work but don’t limit yourself in the process. Who you are today may not be who you are tomorrow — or in 10 years. Embrace the possibilities, starting with what you call yourself.













