Gov. John Hickenlooper wants to “rebrand” Colorado to attract more tourists, businesses and professionals. The governor told tourist officials last month that “brandCO” would “take a look at what Colorado is and capture that in a brand.”…Colorado’s challenges are far beyond “play-pretend” branding…Start with water. We’re in a drought and forecasters say it will continue…We’re under siege by the petroleum industry, with oil and gas drilling seemingly sprouting up everywhere, guzzling untold gallons of water.

Decisions should be made on how threatened budget cuts would affect Colorado and our irreplaceable quality of life, not whether the petroleum industry, developers, or any private company makes money. Forget branding. Work on the real issues.