Raleigh NC| Blackwater Becomes Xe: The Ultimate Branding Litmus Test

Will A Name Change Help Security Company Repair Its Tarnished Image?

Most North Carolinians have probably heard the name “Blackwater” more times than they can count. The private security company, headquartered in Moyock, has come to embody many of the tribulations associated with the war in Iraq through its mishandling of government-contracted operations in the post-Hussein country.

Companies rebrand all the time, and for a variety of reasons. Most don’t have to erase a public image problem that deals with civilian loss of life — an obstacle Blackwater seeks to overcome with a new name change (to “Xe”, pronounced Z, or zzzz if you aren’t buying it). It’s the ultimate litmus test for brand awareness; I can’t think of a stronger case. (Share one with us in the comments if you can.)

Blackwater’s reps — and yes, I’m still calling them Blackwater for the purpose of this post — have made a clear connection between the new name and the company’s deliberate shift away from providing private security services. It’s not exactly clear what it will be offering now, but still: This is a pointed move toward legitimacy for a company tainted by a cancerous brand.

What else should Blackwater be doing to go along with its rebranding efforts? I’d like to see senior management conduct a “road show” media tour touting the brand, but also willing to answer questions that inevitably are going to arise. They might reveal some harsh truths, but people are going equate that honesty with the new brand.

Photo via Flickr