Thanks to Senator Chuck Schumer’s absurd intervention to try to make sure “New York” comes first, the biggest controversy over the proposed merger of Deutsche Börse and NYSE Euronext is what to call it.
Some highly paid consultants will soon be on the job, but FT readers should be able to save some money by coming up with something suitable. I am awarding a bottle of champagne for the best suggestion (two if it is actually adopted).
Here is what Duncan Niederauer of the NYSE had to say on the new name:
If it’s a global deal, why would you take either, just come up with an umbrella name? The United Technologies strategy. The Yum Brands strategy. And make sure you brand your sub-brands. The name is going to be a very lengthy discussion. Everybody’s prideful. Brands in this industry are pseudo national treasures or icons. We don’t have a name. Its going to be an interesting discussion.
Here are a few suggestions to stimulate your thoughts:
1. NYDB. Pro: it passes the Schumer test and sounds a bit like NYPD, the New York police department. Con: too American.
2. DBNY. Pro: it sounds like DKNY, the Donna Karan brand, so it has an element of New York about it. Con: it still fails the Schumer test.
3. Fedex. Pro: it sounds like an international exchange run by two federal countries. Con: already taken.
4. Green. Pro: it sounds like Turquoise, the London Stock Exchange share trading platform and is the colour of US banknotes, so it passes the Schumer test. Con: meaningless.
Those are my ideas. Please make your own in the comments.
Update: I failed to declare a deadline on the competition, so I am imposing one of the end of day Friday February 18, New York time (out of respect of Senator Schumer). I will pick a winner and declare the result on Monday morning. As Neil Hume has pointed out in the comments, FT Alphaville has been running a similar competition Great minds, or old journalists, think alike. Let the best blog win.
