ASB News and Events

Archives

New Name inspires New Goals: ‘ASB-Partnership for the Tropical Forest Margins’

The External Review and Impact Assessment (2005) recommended shedding the ’slash and burn’ of the ASB name as it no longer fits the goals of the organization.

Two key decisions were made to establish boundaries for the initial rebranding:

• The program is to retain its current vision and mission statements, as well as its current goals and objectives.
• The acronym ‘ASB’ and the current logo may be retained for now in the rebranding process because of their perceived vested goodwill.

These decisions were in place to ensure that an accurate image of what ASB is, does and aims to achieve. After much consideration and surveying of possible names, it was concluded that the new name should be ‘ASB – Partnership for the Tropical Forest Margins’, in order to appeal to a new audience and to accurately allude to the goals of the organization.