TUI: Distracting

[Don Dresden]

...the decision not to change the name to something more reputable sounding was quite simply; name recognition.

Thanks for the inside info, Marcus.  And thanks for your service to our country too.

I hear TUI has a trademark infringement lawsuit pending against Union Institute over the tui.edu domain.  Obviously TUI puts a lot of store in that moniker, although I'm not sure why.  

Don't know if I'd call it "milly" exactly, just kind of light weight or nebulous in substance.  The former Tuoro connection had some weight, but unless you already know about it I don't see how anyone would get it now.  Anything that requires an explanation usually isn't worth much.

Somebody somewhere must do market research on these things, but I wonder about the results.  Remember when the perfectly fine University of Sarasota changed to Argosy?  I know they merged with somebody else, but what was wrong with the original name?  The new name (still) reminds me of that old manly man adventure magazine I used to see on the news stands when I was a kid.  

Or when Graduate School of America changed to Capella.  I know Capella is a star up in the sky somewhere, but it makes me think of a '50s doo-wop singing group.

I don't think I'm alone on this funny name thing either.  For example, when Barrington was looking for something respectable they went with University of Atlanta.  No explanation needed, even though we all know that until recently it wasn't even in Atlanta.  Doesn't matter to the 99% of people who don't follow these things.