Syfy: Aka, Sci Fi, the reboot
So as of Tuesday, Sci Fi — formerly long ago known as the Sci-Fi Channel — is now officially called Syfy, in a rebranding effort that aims to … well, I’m not sure. In a word: Dumb. In another word: Why? I’ll let the corporate exec explain:
“Without abandoning our legacy or our core audience, we needed to cultivate a distinct point of view with a name that we could own that invites more people in and recognizes our broader range of programming with literally something for everyone. Syfy allows us to build on our 16-year heritage of success with a new brand built on the power that fuels our genre: the imagination. Syfy ushers in a new era of unlimited imagination, exceptional experiences and greater entertainment that paves the way for us to truly become a global lifestyle brand.”
Sci FiSyfy President Dave Howe (Source: scifiwire.com)
Please. Sound like a bunch of corporate mumbo-jumbo? Sure does to me. If you’re going to change the name of your brand, then, well, actually change it. How does changing “Sci Fi” to “Syfy” tell anybody that you’re different, broader, or offering “literally something for everyone”?
I read elsewhere that the main reason for this was that the company wanted to be able to copyright/trademark a term, and “Sci Fi” was too generic. By changing it to “Syfy,” they have a more specific identity allowing better marketing potential. I wish they’d just said that, without a big line of BS about trying to be something for everybody and representing no boundary for imagination. To me, “Syfy” doesn’t say “something for everybody” or “imagine greater”; it says, “out-of-touch corporate people trying to appear cool.” Because, after all, spelling stuff wrong is the most awesome way to appear cool. I mean, kewl.