On Frank Quattrone's New Thing

Deal Journal on the brand:

And, while the new firm is a great new day for Frank Quattrone, we can’t help but acknowledge it is a humbling day for investment-banking nomenclature. As a name, Qatalyst has a vagueness about it, as if it could be a consulting firm, Web design shop, biotech company, pizza shop or horse farm.

And that “Q” could trip people up; despite all this talk about the rise of Middle Eastern finance, no one we know can properly pronounce “Qatar.” What would have been wrong with a simple Quattrone Advisers?

Seriously.