Louie,
You can always argu against a policy or principle with an individual case, and I agree, in principle, with your comment about what sells, but in doing so tell of two cases where the quality, if in deed it was there, never got a chance to surface.
The first case was that of the British Royal Mail. They attempted to take over the incompetent Spanish mail system and in their proposals, they suggested that the name for the new venture should be consignia (or something very similar). The idiots in the marketing department didn't do any homework and the proposals were greeted with hilarity and ridicule. Consignia is Spanish for lost luggage! Whoops!
And the second was that of the esteemed bean counters, Price Waterhouse Coopers, who renamed themselves, very briefly to Monday's. The thought behind this wasthat it would be the first thing that people thought of when they started a new working week. This concept redefined nanosecond in the context of a bad idea and was replaced by the shortened PWC. Unfortunately this didn't go down to well with the company in Russia as PWC is the anglicised version of their word which is pronounced "pwerc" which means fart in Russian!
