Birmingham Water Works Rebranding Controversy: A Branding Identity Crisis

As the Chief Marketing Officer for a major Southeastern Digital Marketing Company, we work with all sorts of product launches and branding considerations. To put it simply, your brand creates value and, hopefully, instills loyalty. It has never been more important than it is today to protect your brand and to represent clearly exactly what your brand means! The Birmingham Water Works Board’s decision on June 24, 2025, to rebrand as “City of Birmingham Regional Water Works,” operating as “Central Alabama Water,” has ignited a firestorm of debate in Birmingham, Alabama. The 5-2 vote, reflecting a regional divide, has raised questions about identity, governance, and community trust. Below, we explore the perspectives of key stakeholders—the Birmingham Water Works, board members and customers, government and regulatory bodies, and the greater Birmingham community—while highlighting social media buzz and addressing key concerns in a structured FAQ.

Birmingham Water Works: A Push for Regional Identity

The Birmingham Water Works (BWW), Alabama’s largest water utility, views the rebranding as a strategic move to reflect its regional service area, which spans Jefferson, Shelby, Blount, St. Clair, and Walker counties. The new board, expanded to seven members under Act 2025-297, argues that “Central Alabama Water” better represents the 600,000 customers across 16 cities, moving away from a Birmingham-centric identity. The rebrand follows a tumultuous period marked by allegations of mismanagement, theft, and controversial contracts, including a $660,000 deal with attorney Mark Parnell, which was terminated on June 2, 2025. BWW leadership, led by General Manager Mac Underwood, aims to restore trust through transparency and a unified regional brand. However, the lack of public input and unclear rebranding costs—potentially involving repainting vehicles, water towers, and uniforms—has fueled criticism. From a marketing perspective, BWW’s challenge is to justify the rebrand’s value without alienating its core Birmingham customer base.

Board Members and Customers: A Divided Response

The rebranding decision exposed a rift among board members and customers. The 5-2 vote saw Shelby County appointees, like Jeffrey Brumlow, support the change, while Birmingham mayoral appointees, including Jarvis Patton, opposed it, arguing it erodes the city’s identity. Customers, particularly Birmingham residents, are vocal about feeling sidelined, with many learning of the rebrand after the vote. Social media posts reflect frustration over the utility’s history of high rates and poor service, with the rebrand seen as a distraction from addressing leaks and billing issues. Some suburban customers, however, welcome the regional focus, hoping it improves service coordination. The board’s regional composition, mandated by state law, has intensified perceptions of a power grab by Shelby County, complicating customer trust. Marketers must navigate this divide by emphasizing shared benefits while addressing Birmingham’s historical significance.

Government and Regulatory Perspective: Oversight and Accountability

The rebranding stems from Act 2025-297, signed by Governor Kay Ivey, which restructured the BWW board to include regional appointees, reducing Birmingham’s control. Birmingham city officials, led by Mayor Randall Woodfin, have challenged the law, filing an amended lawsuit on May 6, 2025, claiming it dilutes ratepayers’ representation and discriminates against Birmingham’s majority-Black population. The City Council, including Councilwoman Carol Clarke, has criticized the rebrand’s undisclosed costs, questioning its necessity amid ongoing infrastructure needs. State regulators, while not directly involved in the rebrand, are monitoring BWW’s financial management, with a proposed state audit targeting past board actions. The legal battle underscores a broader tension between local and state authority, with regulators tasked to ensure transparency. From a branding standpoint, government support for clear communication could mitigate perceptions of overreach.

Greater Birmingham Community: Identity vs. Progress

The Birmingham community is deeply divided over the rebrand. Many residents view the Birmingham Water Works as a symbol of the city’s history, and the shift to “Central Alabama Water” feels like an erasure of local pride, especially in a majority-Black city wary of external control. Community advocates, amplified on X, argue the rebrand prioritizes suburban interests over Birmingham’s needs, citing the utility’s $142 million investment in water main replacements from 2020–2024 as evidence of its city-centric legacy. Others, particularly in growing suburbs like Hoover, see the rebrand as a step toward equitable service, reflecting the region’s interconnected growth. Concerns about costs and service reliability dominate discussions, with residents demanding transparency on how the rebrand addresses practical issues like leaks at the Western Filter Plant. Marketers must craft a narrative that honors Birmingham’s heritage while embracing regional unity.

Social Media Buzz: A Contentious Debate

Social media, particularly X, has been a battleground for the rebranding controversy, reflecting polarized sentiments:

• @aldotcom (June 25, 2025, 14:30 EDT): “The Birmingham Water Works Board no longer exists. In its place, get used to referring to the state’s largest water utility as ‘Central Alabama Water,’ following a vote by board members to rebrand the system.” This post sparked heated replies about loss of identity.
• @1819News (June 25, 2025, 15:01 EDT): “Birmingham Water Works is no more as new regional board changes name to Central Alabama Water.” Users debated the regional shift, with some calling it a “Shelby County takeover.“
• @WBRCnews (June 25, 2025, 14:44 EDT): “Birmingham Water Works Board changes name.” This post drew comments questioning rebranding costs.
• @CBS_42 (June 25, 2025, 18:05 EDT): “The Birmingham Water Works Board voted to change its name Tuesday.” Replies focused on service issues over branding.

The X buzz highlights the need for BWW to address community concerns transparently to regain control of the narrative.

Conclusion: Rebuilding Trust Through Branding

The Birmingham Water Works rebranding controversy is a case study in the risks of redefining a utility’s identity without community buy-in. For BWW, board members, and regulators, the path forward lies in transparent communication and tangible service improvements. Birmingham’s proactive legal challenge shows its commitment to preserving local control, but success depends on uniting stakeholders around a shared vision. From a marketing standpoint, this saga underscores that a brand’s value lies not just in its name but in the trust it inspires.

FAQ: Birmingham Water Works Rebranding Controversy

Author: Todd Hunnicutt

Todd Hunnicutt is a dynamic media personality, entrepreneur, coach, and Chief Marketing Officer at Real Internet Sales. Renowned for his technology expertise, he's been featured in the New York Times, National Geographic, and major news outlets. As a nationally syndicated technology writer, Todd is a sought-after voice in marketing, ai, entrepreneurship, and economics, frequently interviewed by industry publications. A proud South Carolina native, he cherishes outdoor adventures, BBQ, Tuesday family dinners, and Sunday church services. A passionate baseball fan, Todd enjoys games alongside his wife, Elizabeth, whose umpire-call critiques rival instant replay. With an extensive background, he's collaborated with Fortune 500 companies, nonprofit startups, and political campaigns. A serial entrepreneur, Todd thrives on innovative ideas and loves hearing a compelling pitch!