The Tribune Publishing Company is now called tronc. Once again George Orwell is fully vindicated. Corporate speak has now dropped to such low levels of intelligence that company names bear strong similarity to minor Disney villains.

There is suspicion in some quarters that the name was changed to make a corporate buyout more difficult and I see the reasoning. Who wants to go their shareholders and say, “I just offered 425 million dollars for tronc?” It sounds like you tried to corner the market on a rare Malaysian spice.

This is the same kind of thinking that produces Hollywood sequels and short term profit seeking like stock buybacks.

Some people are amused – Tronc: The 30 best jokes about Tribune Publishing’s new name

Some are not – Tronc May Make Journalists Snicker, but Shareholders Aren’t Laughing – Fortune

What are the business ethics here? I can’t help but feel that taking a historical reputation that took a lot of work to make and turning it into a lame joke may be a dis-service and an insult to everyone involved. That probably constitutes a serious ethical violation. I also can’t help but think that when you can only talk in meaningless corporate jargon that the mental equivalent of five year olds have way too much influence in this economy and the larger nation around it.

James Pilant

From Around the Web –

On #Tronc, Journalism, and Its Value | First Draft on – 3rd solution

(I am starting to think one should always vet one’s corporate strategies through Twitter. Just throw ideas out there. See which ones immediately combust in a conflagration made of 4chan and Anonymous and Gamergate.)

I laughed along with the rest of them, but: I know good people at Tribune Publishing. Friends, and ex-friends, people I know to be decent whatever assholes they happen to presently work near. I know lots and lots of good journos, and they deserve better than to watch the place they put their hands and their minds and their blood and their days turn into a national fucking joke.

What’s in a brand? A tronc (Tronc) by any other name … | The Buttry Diary

When we announced TBD’s name, the Washington Post mocked it as “totally brain dead.” As though you should want a brand name the competition would like. Others liked it.

I may blog someday about the branding of TBD, but I’ll tease a bit now with some of the names we didn’t choose (that people actually recommended): WashDay, MonumentaList, IMBY. I’m serious. Branding isn’t easy (unless you already have a long-established brand such as Tribune Publishing …).

But here’s something I said when we were trying to choose a name for TBD (and blogged here when the St. Petersburg Times rebranded itself in 2011): The name doesn’t make the brand, the company’s performance in the marketplace makes