Blackwater is now 'Xe'
VLOGZ | February 13, 2009 at 02:15 pmby
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RALEIGH, N.C. - Blackwater Worldwide is abandoning its tarnished brand name. Blackwater officials said Friday its family of two dozen business will now operate under the name Xe (zee), pronounced like the letter "z."
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.
Does anyone think the name change will benefit the company in the long run?