There is no “t” in element

product naming company namesBut there is a “u” in stupid. And you know who you are. Starwood Hotels has announced that “Element” is the name of their new upscale extended-stay brand, and that the letter “t” has become too hot to handle. From USA Today:

There’s a long list of naming don’ts, says Starwood spokeswoman KC Kavanagh. You can’t use one that doesn’t play well overseas (the “T” in ELEMENT has to be curved, or else it could be perceived as a cross, which wouldn’t go over in Muslim countries).
You don’t want a name that’s
“too flaky, too feminine.”

Will the branding nimrod who thinks we now have to change the alphabet because people can’t distinguish between a letter of the alphabet and a Christian symbol please step forward? Does this affect all temporary lodging literature, or just signage? How will hotels, motels and resorts address the notions of atriums, room rates, banquets, baths, buffets, check out times, reservations, continental breakfasts, guest relations, hospitality, valet services, late arrival policies, package tours, porters, room rates, pillow top mattresses, suites, twin beds, and vacant rooms?

Stupidity is viral, and especially potent when backed by research and a PowerPoint, so it will be interesting to see if Marriot, Hilton, Hyatt, InterContinental and Madarin Oriental follow suit.

But just in case, we were up all night curving all the “t”s on this blog.

Don’t laugh, “x”s, you’re little more than leaning crosses. Or as we like to say, a dead letter walking.

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