Ever wonder how companies end up with names like Lucent, Scient, Viant, Navient, Sapient, Agilent, Aquent, Cerent and Luminant? They hire really, really awful naming and branding consultants. The “process” that corporations are then subjected to is as shallow and insipid as the resulting names, taglines and logos.

Fortunately, this phenomenon has been satirized for your protection by the good folks at eNormicom. It’s one of the funniest looks inside the blustering world of high cost/low impact naming and branding. And it’s all true, down to the smallest detail. Check it out.