Mike Johnston at The Online Photographer writes about corporate naming, always a fruitful source of hilarity (I worked for Price Waterhouse during the time they merged with Coopers Lybrand — they paid some huge amount of money to a naming consultant to come up with an appropriate name for the joint company, and after the appropriate amount of musing and focus-group testing, they presented the grand result: PricewaterhouseCoopers, one word, two caps — genius!). He starts with Mazda’s desire to insert another model in between the CX-3 and CX-5 (“What would the logical name be? To go in between “3” and “5”? Any guesses?”) and ends with “the story of that Schiit name [of “a line of inexpensive audio products”], from Jason Stoddard, co-founder of the company”:
[I]t always seemed like I was running out to the garage (where the workbench was).
“I’ve got schiit to do,” I’d tell Lisa, and disappear.
She’s endlessly patient, but one day, she’d finally had enough. “Why don’t you just call it Schiit?” she shot back, crossing her arms.
“Call what schiit?”
“The new company. You’re always saying you’ve got schiit to do. Why not just call it Schiit?”
At first, I laughed. A company called Schiit? No sane company would do that. If we proposed that name to any Centric client, I imagined what they’d say. Way too out there. Can’t believe you’d propose that. Piss off too many people. What a crazy idea. Then they’d fire us.
But I’d had 15 years of marketing playing it safe, second-guessing everything we did, and watering down every great idea until it was meaningless. […]
“Nobody would ever forget it,” I replied, finally.
“It would cut down your marketing costs,” Lisa agreed.
“And we could say we make some really good Schiit.”
Lisa laughed. “Why not? Go ape Schiit.”
“And Schiit happens,” I agreed.
“If you don’t have our stuff, you’re up Schiit creek,” Lisa added.
I nodded and sat back. Suddenly it didn’t seem so crazy. Hell, the word was meaningless for, what, 80% of the world that didn’t speak English? And if you spelled it funny, it could sound vaguely German.
Se non è vero, è ben trovato. Thanks, Jonathan!
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