Z-Ben Advisors | China Investment | Consulting and Research | 泽奔咨询

Just came across this company here in Shanghai. At first, the name ‘Z-Ben’ seems nonsensical and a little strange. However, when you look at it differently it becomes quite clever but still problematic.

If we pronounce 'Z’ as the American 'zee’, then the word sounds very similar to 资本 ’zībên’ - the Chinese word for ’capital’. If we pronounce it with a more Asian-style 'jee’ sound, it becomes identical to 基本 ’jībên’ or ’foundation’. Either word is extremely suitable for a company that deals in investment consulting.

It remains problematic, however, because the name is only clever if you speak Chinese. This company specializes in giving China investment consulting to non-Chinese so we can assume that many, if not all, of their customers won’t speak Chinese and therefore won’t get it. Hmmm.

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