An $8 billion healthcare spinoff gets a caustic new name: The brand naming brief must have called for a cold, distant, uncaring, inhuman, faceless megacorp, dark void vibe. A bold choice for a healthcare company. 3M explains the meaningless...
An $8 billion healthcare spinoff gets a caustic new name:
The brand naming brief must have called for a cold, distant, uncaring, inhuman, faceless megacorp, dark void vibe. A bold choice for a healthcare company.
3M explains the meaningless name because otherwise, you�d only have its toxic personality to go on: �The name of the company is a combination of �solving� and �momentum,� according to Bryan Hanson, chief executive officer of 3M Health Care Business Group.�
�Solving� and �momentum� are concepts so generic that any company, from Ford to Zoom, would sign off on them � they aren�t specific to the new company. They are no more exciting or distinctive than �growth� + �solution� = Grolution, or �triumph� + �succeed� = Triceed. Or �solvent� + �um� = Solventum.
Landor used to be the go-to agency for lifeless constructions like this, having named Ilimity, Enactus, Magotan, and Centravis, but another agency has filched their manky crown. When a naming or branding agency sells a client on a name by smushing together generic terms that create a negative asset, that process is called The Happy Idiot.
