Blackwater dumps tarnished brand name - new name = Xe

[Liberal_in_LA]

http://www.msnbc.msn.com/id/29183649/

Blackwater dumps tarnished brand name
Security firm chooses the name Xe; plans to shift focus on training, logistics

updated 12:12 p.m. PT, Fri., Feb. 13, 2009

RALEIGH, North Carolina - Blackwater Worldwide is abandoning its tarnished brand name as it tries to shake a reputation battered by oft-criticized work in Iraq, renaming its family of two dozen businesses under the name Xe.

The parent company's new name is pronounced "zee." Blackwater Lodge & Training Center — the subsidiary that conducts much of the company's overseas operations and domestic training — has been renamed U.S. Training Center Inc., the company said Friday.

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.

[Solly Mack]

1. Xe...exterminate the "enemy"?

[annabanana]

3. It's a useful way to remember it. .

They can call it whatever they want. It is and will always be a militia of mercenaries.

[Solly Mack]

5. Yep....change our name..change our image! I don't think so

I saw Xe and my first thought was death...no matter what you call it

[SoCalDem]

2. Xe..aka..Eeee I...EEEE...I.... O...

[ColbertWatcher]

4. Pfft. Typical GOP bullshit.

It didn't work for Western Hemisphere Institute for Security Cooperation (School of the Americas) and it won't work for these criminals.

[AlCzervik]

6. Xtra Evil?

[rug]

7. A colorless, heavy, odorless ignoble gas.