PR staffers at companies considering a name change or agencies
looking to land a new client might want to subject the prospect to a
type-test first. No, not blood type or personality type. That's type as
Seems if you type-test Skandia, the Swedish insurance and long-term
savings group, you get 'squander' as a possible correction. Not the best
term to describe a financial institution.
Type Accenture, the company that spent more than dollars 175 million in
a rebranding campaign, and you get accouter, meaning to outfit and equip
for military duty. The hi-tech consulting firm might not appreciate the
Try Saucony and you'll get scone as an option. The athletic shoes
manufacturer would probably not be pleased to have its name substituted
by a high-calorie baked good.
Of course, if you type PRWeek, you'll get prowess. Sometimes, the
type-test can be absolutely accurate.