Branding: it's a word you'll hear thrown around by uncreative corporate con artists (read: executives, usually with British accents) who thrive on fooling the public--as well as their coworkers--and making something of their MBA. It's a meaningless makeover that's become standard for stick-up-their-butt companies to stay hip, and the latest to re-brand is The Sci-Fi Channel, which will now be known as…
…get ready for the most anti-climactic post-ellipsis ever… SyFy. That's right, Sci-Fi Channel will be known simply as SyFy beginning July 7.
"While continuing to embrace our legacy and our core audience, we needed to cultivate a distinct point of view with a name that we could own that invites more people in and reflects our broader range of programming," said Sci Fi Channel president Dave Howe, using the executive-speech thesaurus.
In other words, Sci Fi Channel just sounds too nerdy.
"The name Sci Fi has been associated with geeks and dysfunctional, antisocial boys in their basements with video games and stuff like that, as opposed to the general public and the female audience in particular," TV historian Tim Brooks (who helped launch the Sci Fi Channel) told TVWeek.com, thus further negatively reinforcing the stereotype. Hey, I don't even have a basement!
SciFi.com will also be rebranded to SyFy.com, and the move will create "an umbrella brand name" that can be applied to future ventures like SyFy Games, SyFy Films, and SyFy Kids. And in case you were wondering, the press release announcing the change confirms that SyFy is "phonetically identical" to Sci-Fi. Honestly, that was actually pointed out.
Mr. Howe, if you were going for the "we're trying too hard" image, congratulations. What was wrong with the whole "if" campaign? That kind of ruled, if you ask me.
Sci-Fi Channel has seen incredible growth over the past few years, but is anyone else borderline insulted by this?