Probably the same genius that came up with "Truist."
As a marketing communications professional (with more than 35 years of experience), I think that the new name is a result of some ad-agency "genius" coming up with something he/she thought was oh, so clever, but which, in reality, isn't.
I agree that it's hard to know how to pronounce it (Kerr-ee-nus, Cure-in-os, Kerr-in-os, Cure-ee-nus, and so forth), plus, really, who's going to understand what it means? Other than the people who thought it up and those who approved it. It doesn't "say" anything about what it does, unless you dig for the explanation. Which defeats the purpose of a new name. Sounds like a pizza place to me!
Many lifetimes ago, in a marketing class, we teamed up and attempted to name products. I remember nothing about the names and the products. This only popped back into memory because of the MSC name change.
There we were: Syllables. Cognates. Spelling. Is it catchy? Descriptive? Evocative? Obvious? Colorful? Staid? These things are important when naming business concepts.
Here I am: Cu... Cur...Curi...I... In... No...
I think I see something from Colorado University World (CU Boulder) and the periodic table of elements (Copper), the beginning of cure, curare, curb [stop or step up!?], curling [iron or ice sport!?] curing [pavement!? diseases!?], curtail, etc., the beginning of curious or curiosity, rin (an acceptable word in the Word Wipe game and the beginning of Rin Tin Tin), in as in inquiry, preposition, or word part... etc. If I look at it long enough, I will see much more, such as I ching. But for a first glance, that is enough.
What I do not see is an answer. What is the answer? Inquiring minds want to know.
It is pronounced Cure-in-ose. To quote myst4au, who looked up the definition, "Curinos, a combination of the words “customers,” “innovation” and “nos,” the Spanish word for “us,” reflects the forward-thinking vision of the unified businesses."
Apparently, the "r" slipped in to make it pronounceable. I would have used contiguous letters, yielding Cusinos, but that looks too much like a misspelling of casino or a misconjugation of the verb to cook in either Spanish or Italian.
@BirdyC I do hope it is a name that both our clients and shoppers will come to know and love. I agree it can be difficult to pronounce. I am not sure the decision makers considered the full impact of rebranding when choosing the new name. I do value your insights as a marketing professional and hope the Curinos name will spark interest and curiosity amongst our clients and shopper.
Since the program would not permit me to triple like Birdy's response to Bri, I Like This again and again.......................................