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RSI Holdings Inc., is changing its name to Viscern. Why you shouldn't undertake a rebranding project at home.

DALLAS, May 1, 2002. Viscera: RSI Holdings Inc., the Dallas-based fund-raising company and parent of Ketchum Inc., is changing its name to Viscern:

[Ketchum president Bob] Carter said the parent company's name change came about after a year-long branding process with InterBrands [sic], a division of New York-based Omnicom Group Inc., which confirmed the high visibility of the Ketchum name in philanthropy.

How did they arrive at this name? "Mr. Carter said the holding company's new name came from combining 'vision' and 'concern.'" A year may seem like a long time, but if your goal is to take two overused words, smush 'em together and drain them of meaning in order to coin a word that will make people uneasy, it's best not to be rushed.