Blackwater changes its name to become Xe

Discussion in 'Current Affairs, News and Analysis' started by fantassin, Feb 13, 2009.

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  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.
     
  2. A leopard never changes his spots!
     
  3. Standard business practice surely?
     
  4. in_the_cheapseats

    in_the_cheapseats LE Moderator

    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
     
  5. 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
     
  6. 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!
     
  7. 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
     
  8. 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
     
  9. msr

    msr LE

    Backwards ex?

    We've all been there before ;)

    msr
     
  10. msr

    msr LE

  11. Damn, now I have to get the Blackwater tattoo removed and bin the t-shirt! :wink:
     

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  12. I use Xe to calculate my ACVs
     
  13. Would have been cooler if they called themselves Xenon.