Coroporate Re-Branding Fail – Sci Fi to become SyFy

20 Mar 2009, 9:26am

Sci Fi becomes SyFy. Why?

File this in the “What Were They Thinking” category. The SciFi Network has decided to change their name to SyFy.I know, right? Looks like “Siffy” to me too. According to their own press release (WARNING: lots of bad corporate speak):

“…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…”

That may be so but…SyFy? So, phonetically it is the same. I get it. Don’t want to confuse anyone now do we? But if you are trying to diversify your content on your network and distance yourself from being just a science fiction (Sci-Fi) channel, why call it something that STILL IS PRONOUNCED SCI-FI!?! It is the SAME THING but spelled poorly! If you gotta change it, frickin’ change it.

And a tag line, “Imagine Greater”!?! Horrible. People loosing their jobs left and right and someone got paid to come up with that!?! Man, I would love to see the ones that they DIDN’T choose. Apparently there were over 300! There must have been some dandy ones. As @SoundSystemSDC said on Twitter this morning, “it beat out ‘It’s Imaginably Great!’ and ‘We got yer flyin’ cars right here.'” I love that last one.

The person most responsible for this is the president of The SciF – er- SyFy Network (Ew. Now I feel dirty) David Howe who says amazing things like:

“We really do want to own the imagination space.”

You want to own the what now?

“When we tested this new name, the thing that we got back from our 18-to-34 techno-savvy crowd, which is quite a lot of our audience, is actually this is how you’d text it. It made us feel much cooler, much more cutting-edge, much more hip, which was kind of bang-on what we wanted to achieve communication-wise.”

Maybe they could add a Poochie character.

“…build a broader, more open and accessible and relatable and human-friendly brand.”

“Human-friendly”? Is there any other kind?

And how about his description of their new series ‘Warehouse 13”:

“It is a dramedy and it is set in the here and now. It’s a kind of an Indiana Jones meets ‘Moonlighting’ meets ‘The X-Files. This is a very accessible, relatable, fun show.”

I just threw up in my mouth a little.

(Quotes taken from tvweekcom article)

I would like to suggest these other changes to some other top cable networks so they too can distance themselves from their base:

Lifetime = LyfeTyme
he History Channel = The HySTORY Channel
Comedy Central = Comedy Polarized
The Weather Channel = The Whether Channel
The Food Network = I’d Eat That!
USA Network = ‘Merica
MTV = Garbage

OK, where’s my check?

  |  1 Comment  |   TAGS:  Design Stuff Dumb Stuff:

Chit Chat

by Nik  |   20 Mar 2009, 4:04pm  |  

Mindboggling, isn’t it? I nearly blogged on this myself. One more nail in the coffin of a literate culture. One of the dumbest ‘brandings’ I’ve ever seen!

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