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Choosing a new name for a business venture is fraught with pratfalls. How will it translate in multiple languages? Will it offend anybody? What about the domain name rights?
All the same, you have to wonder about the advice meted out to SWX Swiss Exchange and Deutsche Börse when they settled on the name 'Scoach' for their new joint venture structured product exchange.
Not only is this a deeply ugly and uninspiring handle to saddle any business with, but it also has a hidden meaning, as defined in online slang reference urbandictionary.com.
Scoach: To steal with extreme stealth. More commonly spelled skoach. The act of theft.
‘Dawg, how did you scoach that entire 12-pack?’
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Carlo R.W. De Meijer Owner and Economist at MIFSA
27 January
Ritesh Jain Founder at Infynit / Former COO HSBC
Bekhzod Botirov CEO & Co-founder at Upay
24 January
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