Waxhaw's ‘The HAW' branding receives backlash from residents

WAXHAW, N.C. — Waxhaw town leaders said a nickname for the town has led to cyberbullying and even verbal attacks on town staff.

"The Haw" is one part of the town's branding campaign; but a petition to remove it has garnered almost 1,000 signatures in just three days.

[LINK: Petition to Rescind and Remove the Tagline "the haw"]

"The Haw" nickname is featured prominently in a town promotional video, banners around town, the town's newsletter and more. It's part of Waxhaw's $20,000 branding campaign.

“I do not like the Haw at all,” said Pam Hinson, who owns a shopping center in Waxhaw.

“Putting the haw, it’s like taking it back to when horses and carriages were around here,” Waxhaw real estate agent Myra Banegas said.

Town leaders said the branding initiative is a culmination of years of research on how to best market the Union County community.

Opponents of the tagline “the Haw” said the nickname “evokes negative and derogatory connotations like “hee-haw” or hick town.”

“Folks are emotional about it. On both sides,” Town Manager Warren Wood told Channel 9.

[LINK: Town's response regarding branding]

He said “Haw” is an acronym for heritage, activities and well-being.

Wood is aware of the branding backlash and said town leaders are open to making changes.

“We want their input. We want to know where the community is on that subject. This is a branding for the community so it needs to reflect the community’s values,” Wood said.

Waxhaw resident Raymond Noonan said he understands what the town is trying to do.

“I really haven’t had that much negative thought of [The Haw.] I think it’s somewhat clever,” Noonan said.

Town leaders shared a statement with the community Monday after hearing complaints. Rather than post opinions on social media, town leaders are asking people to email their comments and concerns to communications@waxhaw.com.

To see the Waxhaw's full branding plans, click here.

Click PLAY to watch Waxhaw's branding commercial

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