A Tsunami By Any Other Name

Toyota isn't the only company facing a naming debacle

What's in a name? A wave of bad luck, if you're Toyota. A year ago, the company's Canadian division announced plans to call one of its new models the Celica Tsunami. The car's tag line: "The new wave of bold style." The sporty coupe was even offered in a dark color dubbed "thunder cloud." But shortly after a real tsunami devastated Asia, the company realized it could face a storm of bad publicity. Toyota pulled its Tsunami ads and has quietly changed the car's name to the Celica Sport Package.

Other businesses are facing similar conundrums. Several seafood restaurants around the...

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