February 16, 2009
Blackwater Company Naming Won't Keep on Rolling
The news that security firm Blackwater is changing its name to "Xe" has the blogosphere sharing a laugh.
The rebranding plans apparently began back in 2007 after some of the company's security guards killed 17 Iraqi civilians in an operation that has ultimately led to it being kicked out of Iraq. The Blackwater "family" of over two dozen businesses will now use the Xe moniker, pronounced "z" as in "xenophobia."
I frankly find it hard to think of a more sinister sounding name. I'm sure there are a few, but calling your company "Xe" sounds a little ridiculous for an organization trying to clean up its image.
The original name was inspired by the dark water swamps of northeastern North Carolina, an area that many people think of with great fondness, even though the name could also bring to mind Blackwater Fever, but let's face it, Blackwater sounds like a "shadow army that has long slipped through the legal cracks."
Most bloggers are convinced that no amount of name changing will rehabilitate the Blackwater image.
The only piece of good news from this company name change is that the Doobie Brothers tune Black Water is free from being associated with any negative publicity the company collects from here on.
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Tracked on March 18, 2009 12:27 PM