March 17th, 2009

benpeek

Ways to Alienate Your Core Audience by Using Phonetics.



"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)