AnalTech may be the most poorly named business in America. Worse yet, the name isn’t a joke. Yet the company is the butt of many jokes today after an accident ended when a pickup drove through the side of AnalTech’s lab. The situation had an added element of irony when the accident released noxious fumes and a hazmat team had to respond.
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It was 6:30 a.m. Monday, when two pickup trucks wrecked outside of the AnalTech building in Newark, Del. One careened into the building and busted a hole in the wall. The truck entered the AnalTech lab, and caused a chemical spill.
While the emergency crews dealt with the drivers, the Department of Natural Resources and Environmental Control were called to stem the chemical spills inside AnalTech.
There is still no word on what, exactly, was spilled inside. Both drivers are expected to recover from their injuries. And that about wraps up the coverage of the accident itself, but is hardly the end of the story.
After all, this company is named AnalTech. They make cyclographs. Their products are highly technical and used in chromatography.
The Houston Chronicle, writing about the company’s name, explained the origin. “In 1964, the company paid a marketing firm to come up with a different name. They said, ‘Well, you guys do Analytical Technology – why don’t you put the two words together and call it ‘AnalTech!’ ”
Could this have been the worst money spent on marketing ever? Maybe. Maybe not; you won’t forget the name. That counts for something.
And it may be the root of a running joke that will run again if Arrested Development gets a 5th season on Netflix. Tobias Funke is the world’s first Analrapist. He’s a analyst and a therapist. It’s pronounced a-nal-ra-pist. Buster Bluth’s face says it all.
An AnalTech spokesman had this to say about the controversy. “AnalTech faces certain challenges because of the ‘juvenile’ humor that has developed in the past few decades and current web filters that may block the company name.”
Changing its name? If it did, what would we write about?