The pending merger of NYSE Euronext and Deutsche Borse has created a frenzied search for the combined exchange's new name.
Consultants, executives and even U.S. Senators have suggested every ugly combo under the sun – NY-this, DB-that, names with “Global,” names with “Exchange,” names with "X" and names with "Borse."
The obvious choice is staring them in the face – or rather, looming in the depths of German economic analysis and revolutionary thought: Das Kapital
Das Kapital was the title of Marx’s massive analysis of political economy that none of us read – and is not “The Communist Manifesto” which we did read but which would make a lousy name for a stock exchange.
How triumphantly apt to have "Das Kapital" – the seminal critique of capitalism – become the name for the world’s greatest engine of capital investment and exchange.
We at Brandsinger call on investors to rally behind this single best name for the merged exchanges. Any other choice would be a botch – a surrender to parochialism and reactionary thinking.
Das Kapital it must be. Investors of the world unite! You have nothing to lose but bad names!
Brandsinger
