In shift, Blackwater dumps tarnished brand name

[Dantheman62]

RALEIGH, N.C. – Blackwater Worldwide is still protecting U.S. diplomats in Iraq, but executives at the beleaguered security firm are taking their biggest step yet to put that work and the ugly reputation it earned the company behind them.

Blackwater said Friday it will no longer operate under the name that came to be known worldwide as a caustic moniker for private security, dropping the tarnished brand for a disarming and simple identity: Xe, which is pronounced like the letter "z."

It's a rare surrender for a company that cherished a brand name inspired by the dark-water swamps of northeastern North Carolina, one that survived another rebranding effort about a year ago, following a deadly shooting in Baghdad's Nisoor Square. The decision to give it up underscores how badly the Moyock-based company's brand was damaged by that incident and other security work in Iraq.

"They have established themselves as the bad guys," said Katy Helvenston, who sued the company following her son's death during a mission in Fallujah while working for Blackwater in 2004. "They've established such a horrible reputation. Why else would they change their name?"

http://news.yahoo.com/s/ap/20090213/...er_name_change

[alyscat]

The brand wasn't helped much after Katrina, either. Changing the name won't work if they don't change their behavior - the reputation for being a cowboy soldier of fortune, quick to draw, will simply follow them.
alys

[Northern Boy]

I don`t know if this is true or not but rumour has it they will be part of security at the 2010 Olympic`s in Vancouver

[Dantheman62]

There's more to the article on the link above, and there's a lot of info on this link here...... http://www.corpwatch.org/article.php?list=type&type=210

[Myra]

Typical sleazy Corporate tactic change your name to avoid liabilities

Seems like the word on them is getting around though

[Humble Janitor]

Same old *******s, different name.