If you’ve been reading this blog for a while, you may know that I love it when the name of an organization embodies its mission. First, it just makes sense. I know exactly what to expect. Second, it’s a smart marketing move. A brand is only as good as its name. Earthwatch is a perfect example of good naming in action. It is an international non-profit organization dedicated to environmental research. With scientists, citizen activists, volunteers, students, and educators, Earthwatch works to improve scientific understanding: to monitor populations, protect threatened species and fragile habitats, and research the impacts of climate change. They use their knowledge to inspire change by working with local communities to support human populations while they protect wildlife and endangered ecosystems.