Blackwater changes its name to become Xe

#1
US security firm mired in Iraq controversy changes its name
Blackwater Worldwide renamed Xe as company tries to salvage its tarnished brand

http://www.guardian.co.uk/world/2009/feb/13/blackwater-changes-name-xe


Blackwater Worldwide is abandoning its tarnished brand name as it tries to shake a reputation battered by oft-criticised work in Iraq, renaming its family of two dozen businesses under the name Xe. The parent company's new name is pronounced like the letter z.

Blackwater Lodge & Training Centre — the subsidiary that conducts much of the company's overseas operations and domestic training — has been renamed US Training Centre Inc., the company said today.

The decision comes as part of an ongoing rebranding effort that grew more urgent following a September 2007 shooting in Iraq that left at least a dozen civilians dead. Blackwater president Gary Jackson said in a memo to employees the new name reflects the change in company focus away from the business of providing private security.
 
#5
If there was a new owner and attempt to clean out the w@nkers, I might give them the time of day. This is just a cynical attempt to flannel.

They remain cowboys
 
#6
So the word on the street will be: "We used to get topped by Blackwater psychos but now we get topped by Xe psychos, and that's OK".

MsG
 
#7
Blackwater-kind of agelessly cool as a brand.

Xe? Cool for 5 minutes.

As for being cowboys, they're American FFS, it's what they do!
 
#8
fantassin said:
The parent company's new name is pronounced like the letter z.
How does Xe become ZED :? I know, I know, it's pronounced Zee by our cousins :oops: . Sounds like a poor Frog accent to me :x
 
#9
It's actually like that scary pervert Dick Cheney suddenly insisting that he be named "Reechar Shaynee" French-like, as if it would detract from his inherent evilness.

MsG
 
#10
Backwards ex?

We've all been there before ;)

msr
 
#12
:)
 
#13
Damn, now I have to get the Blackwater tattoo removed and bin the t-shirt! :wink:
 

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#16
Because I'm a fussy cnut, it's actually pronounced Zee. I'm surprised that a British reporter in a British newspaper has submitted to the Americanisation of the alphabet by demonstrating the pronunciation of of Blackwaters new name in this way.

On topic: Meh, it's a new name, but it's the same company, and they're still providing 'security' for their employers.
 

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