At National Review, The Terminal Vagueness of ‘Everytown’:

While the National Rifle Association has maintained its name and branding since it was founded in 1871, the gun-control movement has gone through names and outfits faster than Prince. Before market research informed its leadership that words matter, the Brady Campaign to Prevent Gun Violence was named first the “National Council to Control Handguns” and then “Handgun Control Inc.” — both of which titles are nice and descriptive but, alas, leave little room for ambiguity. This, evidently, will not do. In a fight in which deception has become paramount — who honestly believes that Everytown would not support an assault-weapons ban? — vocabulary has become king and euphemism indispensable. Gun “control” has thus become gun “safety”; restrictions on ownership have become “gun-violence prevention”; and hard policy has been subordinated to woolly platitude. Michael Bloomberg may have rebranded his effort, but he has not yet managed to stop the truth getting out, nor to prevent his more moderate supporters from recognizing the ruse and bolting. And “a hog in a silk waistcoat,” as Charles Spurgeon famously quipped, is ultimately “still a hog.”

Much more at the link including the difficulty the author had with getting straight answers from the group.