Do you get scams in your email from an operation called Fifth Third Bank? What kind of name is that? Is that some kind of Brit thing? I’ve never seen this type of double-ordinal use before, and something about it bugs the crap out of me.
I mean, which is it, a fifth of a third or a third of a fifth? I don’t really care, but it sounds wishy-washy to have both be possible. Or perhaps it is the fifth bank called “Third,” meaning I somehow missed the first through fourth Third Banks. Whatever happened to them?
For godsake, why not make the brash move and call yourself “Fourth Bank.” You might just be the first at that (if so please, spare us the verbiage of calling yourself First Fourth Bank—the first part will be understood). Only a truly self-deprecating institution with no self-esteem whatsoever would call itself Fifth Third Bank. I mean how low on the totem pole do you want to set your brands’ horizons, anyway?





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