In 2001, 1 year into Chiropractic College, we were told that our school name, the Los Angeles College of Chiropractic (established 1911) was going through a rebranding as we were adding an Acupuncture and Oriental (Are we even allowed to say Oriental anymore?) medicine program.
Not content with merely sending out an email telling us the schools new name they made it big event, dragging several hundred students and faculty into the amphitheater, complete with PowerPoint presentation to announce the new name.
🥁 Drum roll please 🥁
“We will now be known as the Southern California University of Health sciences, or S-C-U-H-S. Or as we like to say SCU.”
A triumphant, beaming with pride admistrator paused for the gathered to bask in the gravity of their rebranding brilliance and got nothing back but silence echoing through the void.
A young asshole in his early 20s decided to take the silence as a moment to state the obvious.
“S-C-U-H-S? Scuzz. We are literally scuzz. How many suits with their exorbitant salaries allowed scuzz to fly through.”
The young assholes (wonder where he is today 🤷🏻♂️) voice carried loud enough that the speaker and gathered assembly could definitely hear it. Maybe memory enhances things but I would swear I saw visible anguish from the suits. Like a “how did we fuck this up?”
On that note the Washington Redskins had two years to not fuck up the rebrand.
Let’s check in on how that’s going…
Chiropractic Rōnin 