MOYOCK, N.C., Feb. 15 (UPI) -- The North Carolina security contractor Blackwater Worldwide has changed its name to Xe, a company memo says.
Company President Gary Jackson said in a memo that the company has been reorganizing for several months to "create unique brand identities for its products and services," The (Norfolk) Virginian-Pilot reported Sunday.
As part of its rebranding, the company is jettisoning the name Blackwater and its red-and-black bear-claw logo.
The newspaper noted that Blackwater was involved in several controversies over its security work in Iraq on behalf of the U.S. government. There were high-profile investigations into alleged gun smuggling and the shooting of civilians in Baghdad.
Robert Passikoff, president of the New York marketing research firm Brand Keys Inc., said it is not uncommon for companies to rebrand themselves to distance their companies from bad publicity.
"There's an old saying about brands: 'When you can't change the product, you change the packaging,'" he was quoted by the newspaper as saying.
Company spokeswoman Anne Tyrrell said Blackwater's past was only one of several factors involved in the decision.
|Additional Top News Stories|
LONDON, May 25 (UPI) --Michael Adebolajo, a suspect in the hacking death of a soldier, had been offered a job by a British intelligence service six months before, a friend says.
LONDON, May 25 (UPI) --Britain's Prince William expressed his excitement at being a new dad during a visit to a London charity, a charity official said.
LOS ANGELES, May 25 (UPI) --A hamburger brand known for its size and its status among celebrities, Fatburger, is about to go national, said the company, which was started in California.