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Dude, did you scoach all my money?

14 August 2007 1 comment

Paul Penrose

Head of Research

Finextra

Choosing a new name for a business venture is fraught with pratfalls. How will it translate in multiple languages? Will it offend anybody? What about the domain name rights?

All the same, you have to wonder about the advice meted out to SWX Swiss Exchange and Deutsche Börse when they settled on the name 'Scoach' for their new joint venture structured product exchange.

Not only is this a deeply ugly and uninspiring handle to saddle any business with, but it also has a hidden meaning, as defined in online slang reference urbandictionary.com.

Scoach: To steal with extreme stealth. More commonly spelled skoach. The act of theft.

‘Dawg, how did you scoach that entire 12-pack?’

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Comments: (1)

Elton Cane Digital product delivery at News Corp Australia

14 August 2007

A simple Google search (which you would expect anyone to do when coming up with a new name to see if anyone else is using it) would have revealed the Urban Dictionary definition as the first result.

Perhaps they knew about the definition and chose to embrace it as a brand and business model?

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Paul Penrose

Head of Research

Finextra

Member since

06 Oct 2006

Location

London

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