A Big Apple Strudel of a naming conundrum

New York Stock Exchange parent NYSE Euronext and Deutsche Borse AG today outlined plans for a deal that would create the world’s largest exchange operator.

Not surprisingly, they have kicked the touchy issue of the name down the road for a couple of months.

As with all “mergers of equals”, which this is, the naming of the combined entity will be more about politics and compromise than effectiveness. This one will be will be even more delicate as there are national sensitivities involved. And they do matter.

Concorde: with an 'e', sil vous plait

The Anglo-French supersonic aircraft Concorde was spelled two different ways for four years (the French preferring the addition of the letter ‘e’) until Britain finally relented in the interests of unity.

At the launch of the prototype in 1967 British technology minister, Anthony Wedgwood Benn, announced that the British-built aircraft were also to be called Concorde like their French counterparts, stating that the ‘e’ in Concorde stood for ‘excellence, England, Europe and entente.’ Thus was British national pride appeased.

Similar semantic sophistry will no doubt be required by the German and American executives as they debate the name for the new exchange but they have just 60 days to reach a concord, not four years.

Here’s a few early suggestions.

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