The Scoop: Companies named Lumon grapple with sudden ‘Severance’ fame

The name “Lumon,” or the related “Lumen,” isn’t so uncommon in business circles. The name evokes light, after all. Perhaps that’s why the writers of the enigmatic hit show “Severance” chose it for the mysterious company at the heart of the show, which features office workers who medically sever their work life from their personal.

But that leaves real-life companies that have carried the same name for decades in an unusual position. The Wall Street Journal reports that companies ranging from dental offices to telecommunications firms have found themselves subject to teasing comments on social media about the show. “Next thing you know, your wife is missing and you don’t remember 12 hours of your day,” one user wrote on an Instagram post for a company called Lumen, which makes metabolic measurement devices.

The company did not respond to that comment and told the Journal that the show hasn’t had any impact on their business. But other companies have embraced the coincidence.

Lumon Group, an international glazing company, seems to have noticed an uptick in search traffic related to the show and tackled it head-on with a blog post explaining the differences between the fictional Lumon Industries and its real operations.

“However you’ve ended up in our space, we welcome you and want to address the elephant in the room: We have the same name as an antagonistic corporation from one of the biggest streaming series of all time. But that’s where the similarities stop.”

Why it matters: These are the bizarre, lightning-in-a-bottle moments no communicator can plan for. A trademark attorney told the Journal that Hollywood is free to name companies whatever they’d like, so long as it doesn’t infringe on a real-world trademark or cause confusion. So, there’s little legal remedy for these companies.

Communicators must choose which of a few paths to take. They can ignore it, like the metabolic measurement company. They can use it to garner a little extra search traffic, like the glazing company. Or they can talk about it with amusement with customers, as a telecommunications company in Louisiana has chosen to do.

The best path depends heavily on the type of company, the target market and the company’s overall brand. A very staid company might not find amusement in the comparison, while more pop-culture-savvy brands might take it as a boon.

Choosing the right way to handle these black swan events is one of the most challenging — and fun — parts of communications. Lives aren’t at stake, the business won’t crumble based on the decision, but a little extra publicity might be had.

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Allison Carter is editorial director of PR Daily and Ragan.com. Follow her on LinkedIn.