1516 Cent Link

What's in a name? Those who do business branding think of that question a lot. A name can make all the difference between celebrity and oblivion. What if Madonna had been named Edna?
So business signs and names can be all important. Oh sure, location is important too. Which means where you locate your sign can be a factor as well. If you were a pizza parlor, I recommend you don't locate next to a midwife clinic. The possible profits of pregnant woman food binges would be more than offset by the confusion engendered by your "We Deliver" sign.
So I got wondering the other day about Safeco and Qwest Fields. We are so used to the names. But when Safeco merged with Liberty Mutual did they change? Nope. Smart move. It seemed strange way back when they tore down the Kingdome and we had to start calling the place Safeco Field. But we got used to it. It's now even affectionately known as "The Safe."
Still...Liberty Field could have worked out. But Mutual Field? Sounds too non-competitive...
So now that Century Link has merged with Qwest, will we get Century Link Field? Qwest Field, funny spelling and all, had a ring to it. Century Link sounds more harsh somehow. Invoking chain link fences and prisons. Or a very long string of sausages.
And it doesn't shorten well. Safeco became "The Safe." Will Century Link become "The Century"? No, still too long.
How about "The Cent"? Not bad, except people will think “scent” with an S. Never invoke the sense of smell when there are large sweating players, raving unwashed fans, and garlic fries. Thank god for open roofs.
I know, how about "The Link"?
Maybe not. Sounds like an extremely small golf course.
America, ya gotta love it.