Posts Tagged ‘Xe’

What’s In a Name, Part Two

Thursday, December 15th, 2011

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.

What’s In a Name

Monday, December 12th, 2011

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.