Monday, February 16, 2009

Xe, formerly Blackwater …

I am changing my name and moving to a new town.

That’s what it seems Blackwater Worldwide is doing. At least the name-changing part.

Since nobody in the MSM seems interested in what’s going on in Mesopotamia anymore, perhaps you’ve forgotten about Blackwater, the private security firm that set some kind of record by being kicked out of a f*©(|{1n9 WAR for unnecessary roughness.

Anyway, what with civilian deaths and an employee life expectancy somewhere south of the common bottle fly, the company decided to turn the page and change its name to something called Xe. According to Associated Press, it’s pronounced like the last letter of the (American) English alphabet.

The whole huh? factor probably was part of the naming strategy. It's a good bet that hitting the newswires the Friday before a holiday weekend definitely was part of the strategy.

Will it work?

It just might.

In the world of big-time “private security,” sales are based a lot more on personal relationships than on branding strategies. It all depends on the attention spans of the folks who write about the industry.

And whether they’re inclined to let it happen quietly.

Xe. We got kicked out of a war for unnecessary roughness.

Maybe I could sell that.

No comments: