“Corporate name tweaks can go much, much worse. The Tribune Publishing company rebranded itself as Tronc, which sounds like the noise a robot makes when it hits its head on a door frame. In what universe is ‘Tronc’ a better name than ‘Tribune’? I guess Dunkin’ employees should be happy they don’t now work for Dunk. Or worse, Dunc. (Don’t get me started on how Tronc is one of those outfits that spells its corporate name entirely in lower case. This should be banned, unless your CEO is the ghost of e.e. cummings.)” (Ray Pride)
