The great Harry Shearer (American actor, voice actor, comedian, writer, musician, radio host, director, and producer) gives us a fly-on-the-wall perspective of a hypothetical Amtrak renaming (renominalization) / rebranding project from his LA-based KCRW radio show, Le Show.
“Amtrak New Brand Identity” renominalization sketch — by Harry Shearer | Oct. 21, 2001
This sketch, called “Amtrak New Brand Identity,” is over 20 years old by now, but it’s a true classic. It’s replete with Shearer’s pitch-perfect bizspeak and name coinages, such as micro-phenomenon, image vector, name palette, idiographic potency, Railiant, meaning recipe, and, of course, renominalization.
The sketch even anticipates the video conference era to come years later when Covid-19 became the new anthrax. If you’ve ever been involved in “quasi-governmental corporation” naming or branding — on either the agency (Nomeometrix!) or client side — you might experience a little post-traumatic stress disorder when you hear this. Enjoy (or weep).