It’s been three months since we unveiled our proposed new name for RTOERO – live at Spring Forum and simultaneously via the web, email and social media. I’m pleased to report that the response to Entente has been as positive as we’d hoped. Members appreciate how this simple bilingual word sums up the spirit of our organization without restricting us to a specific geography or type of member – which of course was the whole impetus behind our search for a new name.
As our new board chair, John Cappelletti, notes in his first Renaissance message, our renaming journey has involved extensive consultations over many months. Now those conversations are continuing as everyone tries out Entente in various contexts, getting used to it like a new set of clothes.
Of course, the name had already proven to be a good fit for our group insurance program. So why not elevate it from our core member offering to our overall brand? We’re not the first organization to have this insight. Think of all the companies that renamed themselves after the products that brought them success – think Sony, Xerox, BlackBerry . . .
To smooth the transition to Entente, we’re emphasizing our tagline, “Canada’s education retirees,” that reinforces who we are. We will also be reminding people that we’re “formerly RTOERO” for as long as needed to bridge the transition. And we’re ready to launch every imaginable branded item in collaboration with the districts. We just need the official go-ahead from approximately 115 corporate members who’ll vote on approving the new name at a Special Meeting – likely in October.
I know some members aren’t in love with the new name. But these things just take a little time. I’m confident that Entente will feel more natural as everyone gets used to it. (Remember how we all felt when we first heard “Google”?) As for the status quo, keeping a name that no longer matches who we’ve become – that’s not really an option. I think most of us would agree.
And agreeing on the way forward is just so . . . Entente.
Jim
