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"By changing the name to Syfy, which remains phonetically identical, the new brand broadens perceptions and embraces a wider range of current and future imagination-based entertainment beyond just the traditional sci-fi genre, including fantasy, supernatural, paranormal, reality, mystery, action and adventure. It also positions the brand for future growth by creating an ownable trademark that can travel easily with consumers across new media and nonlinear digital platforms, new international channels and extend into new business ventures.

...

Syfy—unlike the generic entertainment category "sci-fi"—firmly establishes a uniquely ownable trademark that is portable across all nonlinear digital platforms and beyond, from Hulu to iTunes. Syfy also creates an umbrella brand name that can extend into new adjacent businesses under the Syfy Ventures banner, including Syfy Games, Syfy Films and Syfy Kids."


Heh.

The best thing, however, is the outrage in the comments.

(crossposted)

Comments

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ataxi
Mar. 17th, 2009 02:58 pm (UTC)
At least it wasn't "Syphy". That has some unpleasant assocations.

Other than that, how daft. This is part of how marketing departments are supposed to justify their existence, by "re-launching" brands on a periodic basis. But this concept really stinks. You'd think even a bold creative executive who's never ever thought inside the box would've snuffed this out at the storyboard stage. At the least someone should've stepped back two paces and said "Um, what is this crap?". Perhaps someone did.
benpeek
Mar. 18th, 2009 01:23 am (UTC)
apparently, syfy in polish has those unpleasant associations...
ninebelow
Mar. 17th, 2009 06:02 pm (UTC)
I actually think it is much more visually attractive than Sci-Fi, the problem is the pronounciation. Oh, and that fucking tagline.
benpeek
Mar. 18th, 2009 01:21 am (UTC)
you forgot that it means an STD in polish...
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