Before I click on “Bad Names” as a blog-post category, I pause to reflect. Am I rushing to judgment, neglecting to account for the Zajonc effect, which tells us that repeated exposure to a name will soften an initially harsh reaction, and that we’ll eventually learn to love, or at least not hate, a name like Bonvoy? Am I mistaking my personal associations—what I like to call the “But That’s a Car Name!” response—for an objective evaluation? Am I punching down, sneering at a struggling little company’s attempt to sound smart or fancy?
All of this was on my mind when I decided to write about Kyndryl—that’s Kyndryl, not Kindle—which is the name of IBM’s $19 billion managed-infrastructure spinoff. The name was announced on April 12; the creation of the new public company, to be headquartered in New York, will become final in late 2021.
Infrastructure-ish graphic via IBM.com