Geekadelphia brings the horrifying news that The SciFi Network will soon be lobotomized rebranded as Syfy. I’ve got two issues with this:

A) The name is EMBARRASSING! SyFy is childish, trendy & downright ugly. They’re trying to open their supposed branding umbrella to include non-robot, futuristic, spaceship shit. I get that. But this dilutes their focus and tells me they’re gonna swing back & forth without a clear vision. Instead of being a leader in original programming, they become the spineless ex-boyfriend, begging to be taken back. I CAN CHANGE BABY, WHATCHU WANT ME TO BE? I don’t care that they want an ownable trademark, it’s bad branding.

B) the tagline makes no fucking sense! Imagine Greater is a pointless, forgettable jumble of crap words. Right now, they’ve got “If”. It’s perfect. It tells an amazing story by letting the reader conjure up all the possibilities. It’s forced and rigid and shoved down your throat. It tells the whole story. Plus, you can totally imagine the branding team in their tiny conference room; putting brand words under Column A, empowerment words under Column B & other “what do you we want the consumer to think about us” words off on the side.

This makes me angry and sad. What do you think?