Friday, 17 February 2017

The brand from Hades

Earlier this week, The New York Times reported that hedge fund tycoon Stephen Feinberg was under consideration for a national security position within the Trump administration. Specifically, the billionaire co-founder of Cerberus Capital Management was in line to “lead a broad review of American intelligence agencies,” which potentially could set him up for a high-level intelligence position later on.
The story here is what specific nut cluster recipe Donald is cooking up for this week's Great American Bake Off show-stopper, but right now I'm finding it hard to focus on specifics, when distracted by the existence of an actual company that calls itself "Cerberus Capital Management."

Don't get me wrong, it's a great piece of branding - if you want to invent a suitable name for a fictional company from the portfolio of some comic-book villain like Lex Luthor:
In Greek mythology, Cerberus (/ˈsɜːrbərəs/; Greek: Κέρβερος Kerberos [ˈkerberos]), often called the "hound of Hades", is the monstrous multi-headed dog that guards the gates of the Underworld to prevent the dead from leaving. Cerberus was the offspring of the monsters Echidna and Typhon, and usually is described as having three heads, a serpent for a tail, and snakes protruding from parts of his body. Cerberus is primarily known for his capture by Heracles, one of Heracles' twelve labours.
Well, I suppose the rest of us can't say we haven't been warned.