Amtrak renaming project, by Harry Shearer

All aboard the renominalization train

Amtrak “renominalization” — i.e. renaming — by Harry Shearer


The great Harry Shearer gives us a fly-on-the-wall perspective of a hypothetical Amtrak renaming / rebranding project, from his KCRW radio show, Le Show. It’s probably ten years old by now, but it’s a classic. If you’ve ever been involved in naming or branding, from the agency side or the client side, you might experience a little Post Traumatic Stress Syndrome shock of recognition when you hear this. Enjoy (or weep).

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