Name change

As quoted from the website -
TheWebsite said:
ESEE stands for Escuela de Supervivencia (School of Survival) Escape, Evasion . The acronym also represents Education of
Survival, Escape and Evasion
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Just think of that when using the knives. :)
 
i'm still gonna call them RAT knives. No offense, i just prefer it. Especially when a police officer asks me what knife is that.......it REALLY DOES NOT bode well when i say, thats an "ESEE" knife. Rat knives are well known in local LEO circles...ESEE is slang for homeboy, and i dont frequent that crowd.

my 2 cents, hate me for it, ban me, i dont care. I like the knives and the people. Nuff said,
 
Bushman5 said:
i'm still gonna call them RAT knives. No offense, i just prefer it. Especially when a police officer asks me what knife is that.......it REALLY DOES NOT bode well when i say, thats an "ESEE" knife. Rat knives are well known in local LEO circles...ESEE is slang for homeboy, and i dont frequent that crowd.

my 2 cents, hate me for it, ban me, i dont care. I like the knives and the people. Nuff said,
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+1. It's not that I don't like ESEE, but I just like RAT better, has a bit more of an informal and cheery feel.:D All IMO of course.
 
Bushman5 said:
i'm still gonna call them RAT knives. No offense, i just prefer it. Especially when a police officer asks me what knife is that.......it REALLY DOES NOT bode well when i say, thats an "ESEE" knife. Rat knives are well known in local LEO circles...ESEE is slang for homeboy, and i dont frequent that crowd.

my 2 cents, hate me for it, ban me, i dont care. I like the knives and the people. Nuff said,
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I think it's "ese" with one "e" and it's all about how you pronounce it. I guess it would be pronounced the way you're implying, since ESEE is spanish/english or simply spanish/spanish — but who cares?

Furthermore, regarding the company having a "spanish name"... I mean, no one thought about this stuff when the Izula came; which has a name from the region and many company names are foreign or even weirdly put together. Take Xerox for instance, where did that name come from — Pluto? No attitude here or anything, just saying I don't find the new name strange and I actually like it better than RAT, because rats are nasty diseased little critters with an attitude. The ones in the NYC subway just look at you when you come close to them like: "you lookin' at ME, Punk?! I'm walkin' here!". ESEE makes one wonder what it stands for and what it does mean adds to the seriousness of the company image.
 
stoffi said:
I think it's "ese" with one "e" and it's all about how you pronounce it. I guess it would be pronounced the way you're implying, since ESEE is spanish/english or simply spanish/spanish — but who cares?

Furthermore, regarding the company having a "spanish name"... I mean, no one thought about this stuff when the Izula came; which has a name from the region and many company names are foreign or even weirdly put together. Take Xerox for instance, where did that name come from — Pluto? No attitude here or anything, just saying I don't find the new name strange and I actually like it better than RAT, because rats are nasty diseased little critters with an attitude. The ones in the NYC subway just look at you when you come close to them like: "you lookin' at ME, Punk?! I'm walkin' here!". ESEE makes one wonder what it stands for and what it does mean adds to the seriousness of the company image.
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lol
I dont think others on here are going to find fault in that description of "rat"
(not attacking your opinion)
 
I think this whole thing is hilarious. People that want real using knives - to be used - will continue to buy our product whatever name is on it. If we take a hit in sales because someone doesn't like the way the name rolls off the tongue, well, not much we can do about that. We were willing to sacrifice sales when we started down this road. How many we sell is not the most important thing to us. Maintaining quality and customer service and SEPARATING that from other companies is extermely important to us. We are tired of getting blamed for quality on a knife that we didn't manufacture or getting chewed out by a customer that thinks we should back a warranty on a knife that we didn't make. Our warranty, quality and customer service speaks for itself. And NOW there is no confusion on who's warranty, quality and customer service you're getting when you buy a knife.

As for our LE knives....Most of the knives we sell to law enforcement don't even have the RAT Cutlery logo on them since we typically engrave their badge or seal on the blade instead.
 
It's pretty well understood by now 'WHY' the name was changed. I think, however, it will take a little while for some (including myself) to get used to it. But, to suggest it's..."just a name".. is to marginalize how important brand names are to any company. Now I also realize that the core following could'nt really care less what the knives are called,but I have noticed on the forum a little hint of confusion and/or alienation felt by some. Remember, RAT Cutlery built a following that identified with the product,the logo,the owners,and the whole mystique of "jungle training''(few of whom will ever likely be a part of). We are, as a country, VERY brand conscious , just check your closets. We buy for many reasons, sometimes along with the quality a 'thing' is also just cool to own. Billions of dollars are spent establishing brand names ,and RAT, minus the billions, was also established. On a different scale, how would Coke sound by any other name?
 
RABII said:
On a different scale, how would Coke sound by any other name?
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I see your point--Squinky Cola wouldn't have the same appeal. :p But in this case it's just one acronym to another, and I think that's a less radical change. :)
 
I buy Sam's Cola because it tastes the same as Coke to me. I buy generic products all the time. Maybe that's just me. Maybe I'm too logical. No matter WHAT we decided to change the name to there are going to be those who don't like it and those who do, but we are not alienating our customer base by simply changing the name. Nothing is changing about us but the name.
 
I just don't follow the whole "generic" and "cola" comparisons, because if it were the same we probably wouldn't be buying ESEE knives we would buy some other unnamed companies knives because they look and feel the same. I don't know it's just a different animal when you are talking about something I trust with my life.

I think you should just tell everyone to kiss your A$$, Jeff, opinions are like a$$holes, we know you got one, but that doesn't mean we wanna see it. It's ESEE, get used to it!
 
I'm going to get off of this whole thing seeing as how the point is being missed. We all know the product remains the same.We all know the quality remains the same.We all know the company is essentially the same. But! the name has changed to something quite different, and, to some degree, less in the heads of some loyalists (like MYSELF). It's a psychological thing that, again, companies the world over(not just in the good 'ol USA ) know how to capitalize on. ESEE will thrive I have no doubt,but let's not be naive about the power of BRANDING (and forget the analogies they did'nt help).BTW , brand building is hardly a matter of opinion, it's a matter of business. As a business owner myself I know EXACTLY how my customers/clients perceive my company's product 'through' branding,service,quality, and the like.
 
I am not disagreeing with you, I made clear my opinion earlier that I didn't like that the name is Spanish. But I also know that doesn't matter and it's not going to affect the fact that the name now is ESEE. I think Jeff is wasting his time and energy to explain it to everyone, and we should all just leave it alone now. (Which we all know won't happen, it will be brought up over and over this whole year.) When it comes down to it, ESEE has such a following and people that LOVE their gear, that their reputation will surpass RAT Cutlery (with no other company to confuse it with) and be all the better. Just like it does now their reputation will be passed individual to indiviual, and with how close knit the knife commmunity is it won't matter so much the branding as it does in other markets. (which I agree with, but don't think it's role in the knife community is as strong)
 
Bushman5 said:
i'm still gonna call them RAT knives. No offense, i just prefer it. Especially when a police officer asks me what knife is that.......it REALLY DOES NOT bode well when i say, thats an "ESEE" knife. Rat knives are well known in local LEO circles...ESEE is slang for homeboy, and i dont frequent that crowd.

my 2 cents, hate me for it, ban me, i dont care. I like the knives and the people. Nuff said,
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Hmmm, OK :)

R.A.T. said:
We are tired of getting blamed for quality on a knife that we didn't manufacture or getting chewed out by a customer
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A customer caused name change? Wouldn't these be the same customers that you have voiced in the past you didn't want buying Rat Cutlery products.:confused:
 
Oh come on guys, it's fun arguing about the merits of the name change! :D

No, one customer did not cause the name change. But a whole heap of them not understanding (or wanting to understand) any history behind the names did in fact cause us to change the name.

You know, I never thought that people would be so enthusiastic about a name change. I find it simply amazing that the name change itself gets more play than then new product. Maybe we are truly in the wrong business. Hell we should have just kept the RAT Cutlery name and started branding horse turds and selling them. Obviously they would have sold since the name means more than the product ;) But with that said, ESEE is the name and it's not going away. For those who don't like it....tough. For those who do, it's going to be a fun ride in the next couple of years with a lot of new stuff.
 
Look at it this way:
in December RAT said the RAT lineup would never change, and it's TRUE, it can't change!
but folks hollered and yelled that they wanted new stuff.

At SHOT show they announced a whole new line of ESEE products - and no more RAT branded knives.
now folks are hollering and yelling that they want the old name back.

the product line grows and evolves.
the company grows and evolves
the name grows and evolves.
just like when Coca-Cola changes their name to Coke. people still drink it.
Kentucky Fried Chicken changed their name to KFC. people still eat there.

Randal Adventure and Training (RAT cutlery) changed their name to to Randal Adeventure and Training ESEE knives. buy them or don't. use them or don't. Just don't expect them to go backwards.

now, instead of posting complaining that you don't like the name on the box or the emblem on the blade, go do something with your knife to wear the emblem off and post about that! (with pictures)
 
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