Letter to the editor ‘Unconvinced’ about proposed name-change for ADLS

The issue of a name change for ADLS was canvassed in the year that I served as a councillor and was rejected at that time. ADLS has continued to evolve since then, and while I am open to the idea of a change to the name so that it better reflects who we are now, I have voted against the proposed name change.

I’ve read the material and FAQs but I think the new name and the branding advice misses the mark. We don’t just chatter to, or serve, other members. For example, ADLS talks to the media and to government. It is a known (and trusted) entity to the public and to the law-makers. Its opinions matter to people who aren’t members.

I am entirely unconvinced that the name “Law Association” carries anywhere near the same gravitas or mana as the current name. I am unconvinced that it describes what we do and why we’re significant.

I worry that an abbreviation of the new name to “the Law Ass” might be used, with unfortunate outcomes.

If the vote fails to be passed, and I hope that is the case, I’d like to see the idea of a name change continue, with the ability for other names to be suggested and discussed, and for the opinions of those who want to retain the current name to be heard also. ■

Regards

Susan Kingston

Ponsonby, Auckland

ADLS responds

Acronyms, abbreviations, connotations and availability were carefully worked through for a variety of names, including The Law Association. Regarding “The Law Ass”, the common abbreviation of “association” is “assoc” or “assn”: a leading strategic consultant assures us she has never encountered the “ass” abbreviation. ADLS members and non-members have had input into the proposed name change and The Law Association resonated with those we have spoken to.