More on Why “Branding” Scares Me

Thanks to Ira Koretsky for pointing me to the rationale that the Sci-Fi Channel gave for changing its name to Syfy.

By changing the name to Syfy, which remains phonetically identical,
the new brand broadens perceptions and embraces a wider and more
diverse range of imagination-based entertainment including fantasy,
paranormal, reality, mystery, action and adventure, as well as science
fiction. It also positions the brand for future growth by creating an
ownable trademark that can travel easily with consumers across new
media and non-linear digital platforms, new international channels and
extend into new business ventures.

If I ever write stuff like this, do you promise me you'll find me and slap me?


  1. 25.03.2009 at 1:25 pm

    Done and done!

  2. Kristi
    26.03.2009 at 7:35 am

    No problem.

  3. 26.03.2009 at 1:38 pm

    Can I slap you anyway? 😉