An exercise in branding

According to the Housing Corporation Act, the provincial crown corporation with responsibilities for public housing is called the Newfoundland and Labrador Housing Corporation.

Conjunction included. The statute law says so.

But in Dannystan, statute law, schmatute schmaw. In 2007, with sycophantic patronage appointee and sometimes PC party election campaign manager Len Simms in charge, Newfoundland and Labrador Housing Corporation — that's its legal name, don't wear it out — took to calling itself Newfoundland Labrador Housing Corporation, thereby saving lots of money on keystrokes and ink; money which can be spent on shingles or pooper-scoopers.

But wait! There's more! Actually, there's less!

Since the differently-legal sycophantic name change kicked in last year, every Newfoundland and Labrador Housing Corporation — sorry, Newfoundland Labrador Housing — defines itself in its press releases thusly:

On Saturday, March 17, Newfoundland Labrador Housing (Housing) will issue a Request for Proposals (RFP) to obtain professional consulting services for a revitalization study on Dunfield Park.

Then, throughout the rest of the release, just in case Newfoundland Labrador Housing is still too much of a mouthful for you, the Corporation Formerly Known As Newfoundland And Labrador Housing Corporation, simply calls itself Housing.

One word. One name.

Housing.

Like Madonna. Morrissey. Bono. Prince.

Housing.

There is, of course, no truth to the rumour that Housing's next, and ultimate, move is to max out the pretention level and go with an unpronounceable symbol:

Len Simms will show up at photo ops with the word "Slave" written on his cheeks with a Sharpie.

This way, it will be that much harder for tenants to call into VOCM and complain.

"Yes, Baz, I called but they wouldn't do nothing for me, nothing."

"You called who, now, Bessie?"

Then, tenants will take to calling it The Corporation Formerly Known As Housing.

TCFKAH.

And finally, just The Corporation.