What’s In a Name, Part Two

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We cannot think of two entities who share less in common than Al-Qaeda and the security company formerly known as Blackwater and Xe, now known as Academi. Oddly enough, to escape negative attention, they are both looking to rebrand in a similar fashion. As blogged about here; Blackwater Xe Academi, for the second time, recently changed its name to escape its track record and associated bad press. Now Al-Qaeda is doing the same.

As Al-Qaeda will learn, no amount of name changes will make people forgot that you are the organization responsible for the widespread murder of civilians throughout the world. At the end of the day, a reputation is built on more than a name. It is hard for companies such as Blackwater Xe Academi or, in this case, terrorist organizations like Al-Qaeda to simply change a name and start over. The road to reputation recovery is often long and complicated.

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