Fido, the national wireless carrier (owned by Rogers) has a customer loyalty program called Fido Dollars. You know the drill. Use the service, pay your bill and get something back so you hopefully won’t shop around and go to the competition. Whether or not their rewards program achieves this worthy goal or not, I am not a subscriber so I don’t know. What I do know, is that this is the worst name I have ever heard of for any loyalty program. “Fido Dollars”? That’s the best they could come up with? Not to one-up the bright marketing minds in Toronto, but I have a suggestion for a new name that they can use if they like. “Fi-Dough”. Just wondering if anybody likes it?