Cordiant. That, apparently, was the best of the 17 names Siegel & Gale came up with for its parent group Saatchi & Saatchi plc’s encounter with a deed poll.
Cordiant. Time for a game of Call my Bluff.
Answer One: “A cordiant is a welcome sight for tired winter eyes. Often heard before it is seen, this cheeky warbler nests in the roof spaces of fenland heritage centres in East Anglia. Has a shrill call and a penchant for Toffee Crisp crumbs.”
Or Answer Two: “Cordiant was the shining hope of the British textile industry when launched at the Festival of Britain. Its superb elastic properties were hailed as the breakthrough needed to reach the utopian vision, prevalent at the time, of a population wearing bodysuits. However, Cordiant was blamed for a rash of roll-neck sweater deaths in 1961 and withdrawn.”
Or Answer Three: “Cordiant expresses a new spirit, characterised by accord and shared purpose. It also marks a clear change in leadership. It is very meaningful and directional.”
Possibly only one of these answers is real. Can you guess which?
Cordiant, should it pass into general usage, would appear in the Collins Gem English Dictionary immediately before cordite, which is “an explosive compound”. Yes indeed.