So we are half way through the first month of 2012 and the year just gone seems to lie in a long forgotten past. The start of the new year is quickly followed by my birthday – never fails- which is a reason – or excuse- to celebrate, reflect and look ahead. I’m still riding the fabulousness train and I discovered I’m not the only one who aims to rebrand themselves in order to get ahead: The bookseller Waterstone’s announced it is to become Waterstones as part of a rebranding campaign quote to reflect a ‘truer’ and confident picture of the business unquote . What’s in a name and what difference does the non-presence of the apostrophe really make you might say, yet grammar purists got themselves all worked up. Besides giving grammar freaks something to whine about – someone has to do it- what is the omission of the apostrophe really going to do for the bookmonger? Is the action another example of having no respect for language and the ‘dumbing-down’ of society? Or is its decision the first step of a master plan, that is to unleash Waterstone’s fabulousness once more?
Booksellers across the country – if not large parts of the world- are suffering as competing against the likes of Amazon and downloadable versions of books seems hard work. An entire industry is changing and all, oldies and newbees alike, need to keep track. The power of reinventing oneself when the going gets tough – and even when it isn’t, ask Madonna- can be seen as an explanation of the survival of the fittest. Not necessarily in the sense of adapting to one’s environment, but to let go of the current if it isn’t working for you. Everyone’s a critic so if you feel the need for reinvention, whether you’re Waterstone’s/ Waterstones or Dark Fairy, your name is your name and the world your moldable oyster to be shaped to your liking. And in this instance I would say: don’t mind the grammar geeks.
image: Geoff Cook