As Blackwater Xe Academi is learning, a name change is not the easy reputation fix that some would let you believe. For the second time since their disastrous killing of civilians in Iraq in 2007, the company formerly known as Blackwater has changed their name.
Yes, the name is different. But the company is the same, the contracts are the same, the same executive team is still in charge and company offices remain in the same locations. Blackwater Xe Academi will have to carry around their history regardless of their name. Although important, a company’s identity is not purely established by a name or color scheme. There are no easy fixes in the world of reputation management and Blackwater Xe Academi is sure to learn this the hard way.