As we have previously discussed, the renaming of the NYSE, post Deutsche Börse merger, is a delicate dance in which lots of people must be made happy. Though the Germans will own 60 percent of the company, many in New York are preemptively apoplectic over the notion of DB getting top billing. Chuck Schumer, for instance, has stated that he will handcuff himself to Maria Bartiromo’s desk in the event his town doesn’t come first (a threat NYSE chief exec Duncan Niederauer took seriously, by stating “DB NYSE” will not be an option). What to do? Hire a special task force and give everyone who wants it an opportunity to put in his/her two cents.
According to the Journal “a group of branding specialists” will recommend names and in addition, the exchanges “will appoint a committee of marketing and legal specialists to sift through more than 1,000 suggested names submitted by employees of both companies.” So far raised: NYSE-DB (but Deutsche Bank might take issue), Global Exchange (though a human rights group already called dibs), überMX (submitted by Alex Frankel, author of “Wordcraft: The Art of Turning Little Words into Big Business”), Cherubs Denote Yeses (an anagram of Deutsche Börse NYSE), and Thunderbird (which Dean Crutchfield likes because eagles are important to both the US and Germany though he may also have a thing for low-end fortified wine.
If you think you could do better, have at it.