14. Name Brand
Ives straightened his tie as he opened the conference room door. The room was packed with staffers, but no Stella.
“Excuse me,” a voice said behind him. He turned to find Marybeth and Stella behind him. Ives shuffled aside to let the women through the door. The staffers seated at the table sprang to their feet, offering their seats to the women.
Ives straightened his tie again and plunged into the room.
Now that Stella and Marybeth were seated, the staffers were returning to their seats. Ives grabbed one of the staffers. “Not so fast,” he said, and took the seat. He closed his eyes, massaging the spot between his eyebrows.
“Slick?” Stella said.
“Huh?”
“You called this meeting?”
“Oh, yeah,” he said, opening his eyes and seeing Stella sitting like an impenetrable wall beside Marybeth, who looked like a cat daring him to find the missing canary. “Right,” Ives said. “There’s been a development with the polling of our candidate.”
“That development being?” Stella said.
“Tell her, Barrettes,” Ives said, pointing at Barrettes.
“Huh? Me?” Barrettes said.
“Yeah, you’re Barrettes.”
“You call me Barrettes?”
“Yes. Give Ms. Maniker the dope on polling.”
“Dope?”
“The results.”
“That our candidate is polling ten points below some guy called Carrot Top?”
“The comedian?” Stella said.
All of the staffers pulled out their phones and opened their laptops. They all said, “Oh,” when Carrot Top’s picture popped up on their devices.
“Why is Carrot Top polling so low?” Forehead said. “He’s hilarious.”
Everyone looked at Forehead, and he slinked into his chair, saying, “My dad liked him.”
“Could be Carrot Top is polling so low because he’s a ginger,” Timmy said.
The staffers began talking all at once.
“Has there ever been a ginger president?” Specs asked.
“I can’t think of one,” Timmy said.
“What’s wrong with gingers?” Ginger said.
“The first half-dozen presidents, like, wore wigs, who can tell.” Barrettes said.
“And who knows what color Trump was originally,” Folders said.
“Guys,” Ives said. “Why are we talking about gingers? His hair has nothing to do with it. He’s polling at the bottom because he’s fucking Carrot Top. That’s not the point. The point is, our candidate is polling lower than Carrot Top.”
“Why is that?” Stella said.
“Tell her, Specs,” Ives said.
The staffers looked at one another.
“I think that’s you,” Timmy said, pointing at Specs.
“Oh,” Specs said, pushing his glasses up his nose. “I think I get this now. Well, Ms. Maniker, the problem seems to be a lack of name recognition. Franklin Ulysses Fredrickson is not a name.”
“Franklin Ulysses Fredrickson is a name,” Stella said. “I know this because I named him. And it’s a great name.”
“It’s a fucking awesome name,” Ives said. “But no one knows it.”
“Yet,” Stella said.
“There is no yet,” Ives said. “The start of the primaries is quickly coming, and with her clenching that baby in…” Ives said, waving at Marybeth.
“So tell her your plan,” Marybeth said to Ives, the canary-eating smile still on her lips.
“Well—” Ives began.
The conference room door burst open, and in spilled Ernest and Ambrosia. They froze and regarded everyone staring at them.
“I thought that was going to be way more discreet,” Ernest said. “Sorry we’re late.” Ernest and Ambrosia shuffled to stand by the end of the table.
“You were saying, Slick?” Marybeth said.
“Is she like running this meeting?” Ernest said to Ambrosia. “How long have we been out there hanging posters?”
“Shh,” Ambrosia said.
“Specs,” Ives said, “Tell Ms. Maniker who is polling highest.”
“Any Viable Candidate,” Specs said.
“Who’s that?” Forehead said.
“No one,” Timmy said.
“This is confusing,” Ginger said.
“It means the voters will take anyone not currently running,” Specs said.
“No,” Ives said. “It means they will take anyone who will never run.”
“Maybe we should just name the baby Any Viable Candidate,” Ernest said, chuckling to Ambrosia.
When she didn’t respond, and he saw the wide-eyed fear on her face, he shifted his attention to the table and saw Ives staring at him. “Sorry,” Ernest said, “I’ll be quiet.”
When Ives still didn’t look away, looking like someone who’d just had the surprise party he’d been planning ruined, Ernest said, “Wait…oh shit…you’re going to seriously name the baby Any Viable Candidate?”
“No we are not,” Marybeth said.
The table erupted into discussions.
“Can you legally name a baby that?”
“It is three names, technically, which will poll well.”
“It’s already polling at the top.”
“What will we do if he’s elected? Change his name again?”
“Already Viable President?”
“All right,” Ives said, trying to quiet the discussions. “Hey, hey…quiet….” But the discussions continued.
Stella cleared her throat, and the table went silent. She then looked at Ives, but didn’t say anything.
He shrank a little in that stare, but then straightened in his seat. He said, “This is an unbelievably unique opportunity. Think about it. For one thing, gathering signatures will be incredibly easy, and think about the voting. Do you have any idea how long voters have dreamed of a box for Any Viable Candidate? Most will check it out of spite, others just as a goof, the rest will literally check whatever box the television tells them to. I mean, the kid will already be polling at the top of both fields.”
Marybeth said, “I’m not naming my child—”
“Brother,” several voices said automatically.
“Still my child; it’s in my belly,” Marybeth said. “You want me to seriously name him Any Viable Candidate?”
“Yes,” Ives said. He looked at Stella. “Stella, c’mon, help me out here. You know this will work.”
Stella stared at him, as if calculating a difficult math problem, then said, “So you want to trick the voters?”
“No,” Ives said. “It wouldn’t be tricking them because the kid’s real name will be Any Viable Candidate.”
Stella looked to be carrying a few more remainders in her mental math calculation, then said, “Do you honestly think I will disparage the American voter in that manner? The presidential election process is a sacred institution of the American political process. Do you honestly think I will make a mockery of it?”
“But it’s about name recognition,” Ives said. “Francis Ulysses Fredrickson doesn’t even exist yet.”
“Of course he exists,” Stella said. “He’s in her belly.” She pointed at Marybeth’s stomach. “If you need name recognition, then get his name out there. Create a Facebook page or something.”
The staffers groaned or snickered.
Stella stared at them and they straightened in their seats. She lifted her palms above the table in a questioning manner.
Ives said, “I found out the other day: I guess Facebook is for old people now.”
“Old people is our base,” Stella said. “Don’t forget that.”
“But we do need young people to join that base,” Ives said. “Given old people, you know, die.”
“Fine,” Stella said, “then do whatever it is you all do.” She waved her arm toward the gathered staffers.
“We’d probably start on Snapchat…” a staffer said.
“Got to have Insta,” another staffer said.
“Tiktok,” several said.
“I really don’t care,” Stella said. “Just get it done.” She pointed at Ernest and Ambrosia. “You two, you’re in charge of it.”
“Us?” Ernest said.
“Him?” Ambrosia said.
“What about the posters?” Ernest said.
“Oh, yeah,” Stella said. “How did the poster hanging go?”
“Most people either ignored them or thought it was advertising The Who,” Ernest said.
“The What?” Timmy said.
“Who,” Ernest said.
“Huh?”
“Do not fucking start this thing up again,” Ambrosia said.
“Shit, I forgot about The Who,” Stella said.
“Huh?” Forehead said.
“The who?” Barrettes said.
“What?” said Specs.
“Anyway,” Stella said, “I want you and Amber on social media.”
“It’s Ambrosia.”
“Whatever,” Stella said.
“Who is going to do the posters?” Ernest said.
“I don’t know,” Stella said.
“Third base,” Ambrosia said in a mocking tone.
“Maybe a troop of monkeys can do it,” Barrettes sneered in Ambrosia’s direction.
Ambrosia raised her eyebrows, and began saying, “I’ll take your—”
“You,” Stella said, pointing at Barrettes. She snapped her fingers. “What’s your name again…?”
“Barrettes,” Ives said.
“My name is—”
“Doesn’t really matter, the question was basically rhetorical,” Stella said. “You’re now heading the poster team. I want them all over the country before the weekend.”
“Me?” Barrettes said.
“Congratulations,” Folders said.
“All over the country? I hope they’ll be giving you flying monkeys,” Ambrosia sneered at Barrettes.
“Social Media team…” Stella said.
“Us?” Ernest said.
“Him?” Ambrosia said.
“I need an online footprint for Francis Ulysses Fredrickson by five,” Stella said.
“PM?” Ernest said.
“Yes,” Stella said. “We need it up and running by the time people sit down with their phones when they get home from work.”
Ives said. “Can we at least make his middle name Any Viable Candidate?”
“We’re sticking with Ulysses,” Stella said.
“Maybe we can go with both middle names?” Ives said. “Hyphenated?”
“Francis Ulysses Any Viable Candidate Fredrickson would be six names,” Timmy said. “The Cos-tits would have a field day with six names. Or anything six to do with a name. They’d think he’s the antichrist.”
“Cos-tits?” Ives said.
“Conspiracy Theorists,” Timmy said.
“Oh,” Ives said. “They’re called Cos-tits?”
“They are now,” Stella said. “I want the Cos-tits thinking this is the second coming of Christ himself, nothing six in the names. Has anyone counted the letters in each name?”
“Yes,” Timmy said. “seven letters-seven letters-eleven letters.”
“Perfect.”
“Um, that’s twenty-four total letters,” Folders said, “which can be divided by six.”
“But it equals four, not three,” Specs said. “As long as it’s not three sixes.”
“Count again,” Timmy said. “It’s twenty-five letters. I made sure.”
“Oh, thank god,” several staffers muttered.
“Social media team…” Stella said.
“Us?”
“Him?”
“…be sure to utilize these Cos-tits,” Stella said, “they will literally repeat anything you tell them.” She shifted her attention to Ives. “How have we not been doing this already? Why are we just now getting to social media?”
“Folders?” Ives said.
The staffers regarded each other.
“Um, who?” Tiny Teeth said.
“Who has folders?” Specs said.
The three staffers with folders regarded each other.
“I think I’m Ginger,” Ginger said, holding a lock of her hair.
“I’ve heard him call me Twinks?” Twinks said.
“Folders,” Ives said, pointing at Folders. “Why haven’t we been on Twitter yet?”
“I…but I—” Folders stammered.
“We were worried about getting doxed,” Specs said.
“Doxed is—” Timmy began to explain to Ives.
“I actually know this one,” Ives said. “I’ve done a doxing here and there. But what’s the problem with being doxed when we’re looking for name recognition?”
“Because the person being doxed doesn’t exist?” Specs said.
“But he does exist,” Ives said. “He’s in her stomach.” He pointed at Marybeth.
“Yeah, well technically…he doesn’t exist…yet,” Specs said. “We didn’t want to be outed as a bot and be canceled before we even got started.”
“Technically,” Stella said, “the law says he does exist. And any doxers can dox to their doxing delight, because all they will find is the United States Constitution.”
“I just got a hard-on,” Ives said.
Sally Swallows, the head of human resources, groaned and began writing in her notebook.
“Leaving this to the Cos-tits risks losing the narrative,” Timmy said.
“Maybe you should be writing this all down?” Ambrosia said, handing Ernest a pen.
“Why me?” Ernest said, patting his pockets for paper.
“Don’t worry, I have a feeling I’ll be doing most of the work when we get online,” Ambrosia said, handing him a folded-up piece of paper blotted with lipstick.
Timmy said, “It’s true, Cos-tits will repeat anything we put out there, but then it risks being amplified into…I don’t know how to say it.”
“Crazy?” Ernest said, writing on the folded piece of paper.
“That’s it,” Timmy said. “Instead of having a figurative second-coming, it becomes a literal second-coming.”
Specs said, “I agree, if they focus on the baby aspect it highlights too many of the candidate’s weaknesses.”
“Sorry, I’m trying to keep up,” Ernest said, writing on the other side of the folded paper. “What weaknesses are those?”
“That he’s a baby?” Ambrosia said.
“Right,” Ernest said.
“But if we don’t come clean on the baby aspect from the start, it will look like we’re hiding something,” Timmy said.
“I thought you said the whole reason we’re doing this is because babies poll so high,” Marybeth said. “Why am I going through this if you are afraid of a baby candidate?”
“Babies poll high,” Specs said. “Not the idea of a baby. We need to present an actual cute baby for them to embrace. They need an actual golden child, an idol.”
“Avoid the words golden and idol in the same sentence,” Timmy said.
Specs said, “They’ll want an actual something to get behind, not just an idea of something.”
“Yeah, voters aren’t big on ideas,” Ernest said, scribbling on the paper.
“The point is, we need a candidate now,” Specs said.
“Don’t tell her that,” Ives said, pointing at Marybeth. “She’s hoping that if she holds that thing in long enough, she can forgo its college tuition.”
“Why would I care about that? You’ll all be paying for college and beyond,” Marybeth said.
“All right,” Stella said, “then we are all agreed.”
“We came to an agreement?” Ives said.
Stella said, “The candidate keeps his name…”
“But—” Ives said.
“…And we start a social media campaign to flesh out our yet-to-exist candidate. You two…” she waved toward Ernest and Ambrosia.
“Us?” Both Ernest and Ambrosia said.
“Create a campaign that highlights the candidate’s positive attributes, and that is honest and straightforward, while at the same time obscures the fact that he is a baby who has yet to be born.”
“Um…” Ernest said.
“Come on, chop-chop—” she clapped her hands “—we need this by the end of the day.”
“The end of…?” Ernest said in a daze.
“Today?” Ambrosia said.
“What are we all waiting for, people?” Stella said, clapping her hands again.
The staffers around the table shot from their seats and the crowd mulled at the door like sands of an hourglass waiting for their time.
Barrettes passed Ambrosia and said, “You might want to remind your partner, there,” she nodded at Ernest, “that My Space no longer exists.”
“Have fun with your monkeys,” Ambrosia sneered back. “And you might want to remember that monkeys tend to throw semen; try not to get it on your face, all in your hair, your eyelashes, maybe even in your….”
Barrettes covered her mouth and pushed through the crowd. When she made it out the door, a voice called, “Melody is down.”
Someone else called, “Who?”
“Barrettes, she fainted.”
“Again?”
Ives stepped to Stella, saying, “I really think we’re missing a prime opportunity with the name.”
“Do you actually think I am going to name that child Any Viable Candidate?” Stella said. “You, Slick, more than anyone, should understand having to try explaining the origins of a name. All discussions about Any Viable Candidate are done.”
Ives pursed his lips and then glanced at Marybeth.
Marybeth held her hand to her forehead with her thumb and index finger extended in an L shape.
“Really?” Ives said. “And I’m supposedly the out-of-touch old guy by referencing Facebook?”
“Ask your staffers,” Marybeth said, “apparently the L to the forehead is back in.”
“Fads come and go, Marybeth,” Ives said. “You’d be smart to remember that.”
“I’ll pass that on to your boss,” Marybeth said, rubbing her belly.
Ives smirked and walked away.
Marybeth basked in her victory, but her celebration was interrupted when Stella beckoned Timmy from the crowd around the door.
Under her breath, Stella told Timmy, “Get me some numbers on how a candidate actually named Any Viable Candidate would do.”
Timmy nodded and wandered back to the crowd at the door.
Marybeth looked at Stella. But Stella did not look back.
With that, everyone left the room, except for Slim Collins, the media expert, who was still asleep in a chair.
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