November 15, 2005

Take That, Matt Rose

If you read Trains magazine (and you should), you're probably aware that in January 2005, Matt Rose, the head of the Burlington Northern & Santa Fe Railway Company, chose to retitle his railway. In the words of the ancient Crusader knight from Indiana Jones and the Last Crusade, he chose poorly. Mr. Rose and his board determined that 'BNSF Railway' was what the Fort Worth-based company needed to be named to answer the challenges of the new century.

Said Mr. Rose, ""BNSF has identified itself as progressive, vital, approachable and resourceful -- a strong part of the global transportation network. As we look to the future, we believe that our identity should reflect those core attributes. We are excited about this new identity as we believe it reflects our future as a leader in transportation service and innovation, as well as the growth of BNSF Railway and its contributions to the global transportation network".

Now, I'm not the smartest guy in the world, so I'm not exactly sure where one gets 'progressive, vital, approachable, and resourceful' from "BSNF Railway". If I were a shipper, I'd more probably think "trend-chasing, poorly focused, and wasteful" to spend what the BN&SF probably did to get this logo. (On the other hand, it wasn't as stupid as 'Verizon'.) Call me crazy, but I don't see how changing your name to 'BNSF Railway' reflects your place in the 'global transportation network'. Not that I really care; the only modern railway I care for is headquartered in Norfolk, and hopefully wouldn't do something so bone-headed.

Anyways, to make a long story short, the BN&SF has had approximately ten months to tell the world that it's now reflecting its place in the global transportation network with its new identity and yackety schmackety. Meanwhile, David Gunn has been fired, and there may be lawsuits over it. Amtrak stockholders are potentially involved here, and what does the New York Times call Mr. Rose's railway?

The Burlington Northern Santa Fe Railway. Ha ha ha.


Yes, this is probably a juvenile entry.

Posted by Country Pundit at November 15, 2005 01:12 PM | TrackBack
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