July

For one reason or another I was looking at the website belonging to a company called Igor Consulting yesterday.

Igor Consulting think up names, brand names, company names. And they thought of this little stunner, July. Yes, July, it's for a financial services firm.

Apparently, "one of the key positioning points the name had to capture is "the freedom to focus on your core business." The name also needed to be fresh and different, yet fall within the parameters of the types of names associated with the financial services sector. The name had to be both intuitive and interesting".

Remember we're talking about July. It gets worse.

"July is much more than the name of the month that Julius Caesar named after himself. It is the one name that covers all the established financial services cues, is fresh and different, and infers -- rather than shouts -- "Freedom," making it infinitely engaging."

No, July is a fucking month. Not a financial services company.

There is also a hilarious story about the thinking behind calling Steve Wynn's new Las Vegas hotel, er, Wynn Las Vegas.