RAT Cutlery Announces Name Change

bell said:
RAT was a much better name both in marketing appeal and it made sense.

Somehow, Escuela de Supervivencia does not exactly roll off the tongue.

Notwithstanding the above, a great product.
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Exactly, and there are many who are tired of "press one for English, press two..." I think it will cost them some sales from those not already familiar with their knives. Maybe not. There are have been cars that came out that research showed didn't sell at all because of the name! I think "Matador" was one? Our gym went from a "World Gym" with the cool gorilla logo to a "Best Fitness" with a big orange "B" for a logo. Exactly the same equipment and I don't think membership dropped much. However when they printed up all new T-shirts, hats etc. not one sold. In the 5 years since the name change I only saw the logo being worn on staff. They were finally selling the t's for $5 then giving them away in various promos. I STILL didn't see anyone wearing them! I would've done a little market/branding research first. Even on this site it's my belief that no one REALLY likes the new logo but are saying so out of good feeling for the owners and loyalty. I do think the old RC's are going to increase in value. I'm debating whether I should buy some old logo knives while I can or just hang on to what I have.
 
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I think it'll work out just fine. The marketing angle isn't such a negative when you consider they're dumping the Ontario RAT linguistic baggage and aligning their knife and gear division with their training division under a single brand umbrella.

How the slang connection affects sales should be interesting to see. There could be an unexpected side effect of sales spiking if the knives become a fad.

http://www.urbandictionary.com/define.php?term=ese
 
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These knives were designed by people that know what is needed and couldnt find exactly what they wanted in the market. So they designed the knives as working tools for people that have the experience to know what works. To think the end user wont know what they need anymore because it says ESEE instead of RAT CUTLERY isnt giving the end users much credit. I dont think there are many people that bought the knives because it says RAT, they bought because of the design and quality... at least thats what I hope!

I know one of the main reasons I bought was the warranty, basically because anyone that has this kind of warranty is going to great pains to make sure it isnt necessary.
So far I have not needed the warranty and I dont think I will.
 
I was honestly never fond of RAT Cutlery, just didn't seem to fit or mean anything.

ETA: Disregard, this was not thought through very well, LOL:foot:
 
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Necrodamus said:
OK I have to question that too! LOL

Randall's Adventure & Training

Doesnt fit or mean anything?
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Sorry:foot:, you're right! Didn't think that one through, I just don't think the name Rat was a good fit, yes it was their acronym, but something like "No bullsh** knives" would have worked better. Am I making sense? LOL
 
The new name is fine by me. IMO so long as the quality of the product stays as high as it is, I'll keep buying and using
 
I liked the name RAT. It worked for what it was. RC cutlery sounded more professional. ESEE makes sense for the training and gear to be tied in as one company. In any case as stated by many, the quality, warranty will keep me coming back for more regardless of the name.
 
Whatever the brand name it doesn't change that RAT/RC/ESEE makes good knives, but when I get an ESEE branded knife I'm going to draw a big fat rat with sharpie over the logo. Because I liked the old name better :'(
 
Halworks said:
They could have named it P.O.O.P. Knives and I would still buy them.
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yes i understand but i would find it better if they wouldnt put that name on the blade then.:eek:

looks arent everything.
but they DO count !:D

I totally understand their changing of the name.

but it would also be nice if ESEE is going to make an ESEE 5(length)with a quarter inch thick blade which has a flat grind.
now THAT would be awesome ....:thumbup:

not that I dont like the RC-5.but a flat grind to me is a better combination with a thick spine.
 
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I've been lurking on this site and other knife sites for a while now but for my two cents... Regardless of the name, you guys have proven to all of us that you have a great product and offer amazing service. It's kind of a bummer in regards to the whole Ontario deal but I can say that you knife designs have set the standards for some of the competitors in the industry and I think you guys will have a following regardless of what name you choose..

Though all my friends ooohh and awwwee and ask me if thats a RAT knife when they see my Izula.. :D
 
Dude paint stripper and belt-sanders are your friend!
Embrace the modding instinct!
lol!
noviomagus said:
but it would also be nice if ESEE is going to make an ESEE 5(length)with a quarter inch thick blade which has a flat grind.
now THAT would be awesome ....:thumbup:

not that I dont like the RC-5.but a flat grind to me is a better combination with a thick spine.
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I find your great knives & you go & change the name on me!!!! AAAAGGGGHHHHH! Good luck on the new name & thank you for great knives.
 
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