Whether you support it or not, October’s March on Washington is here. Sorry, not “march”; it’s now called “Meet On The Mall.” Despite all the allegations of poor planning, Cleve Jones & Co. have secured a permit for the National Mall for Columbus Day Weekend. Err, sorry, not the National Mall (as folks like activist Corey Johnson originally claimed would happen), but the West Lawn, where Obama’s inauguration took place, says Jones, who pushes aside criticism that the march lacks funds or organization and declares: “We should be saying, ‘Enough of this, we demand full equality under civil law.’ We should be marching, engaging in nonviolent civil disobedience every day. We have a window, but it’s already starting to close. If you think you’re going to get anything out of Obama in the second half of his term, you don’t know anything about political history. In a year, he’ll be in full re-election mode.”

The event has also been rebranded: The two-hour march and two-hour rally is heretofore known as “Meet On The Mall.” There’s a logo and everything! Which, quite frankly, is hugely important: No matter how grassroots this thing will be, a successful branding campaign is a requirement. (Michael Petrelis notes the not-so-subtle imagery of fisting.)

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