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back to article Rebranding earthquake shakes seismic tech outfit

Those of us who view the inexorable spread of rebranding madness with a certain dread and not a small amount of horror had, until now, assumed that it was only Web 0.2 solutions providers, telcos, or self-important chip outfits with more money than sense who allowed themselves to succumb to the sound of whalesong and the pungent …

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  1. Campbell

    mmmm

    mmmmm... maybe I am missing something here but IMO if the logo has to be explained then the whole idea has failed? In the same way a joke isn't funny if you have to explain it.

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  2. TeeCee Gold badge
    Joke

    Version?

    "Web 0.2"? Is that before Al Gore got involved and single-handedly made it workable for us all?

    What a great guy and now a Nobel Laureate as well. How does he remain so modest? A complete mystery and we should be humbled by this shining example of humanity's finest.

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  3. BoldMan

    Posers!

    You have to laugh whenever people come out with these idiotic marketspeak explanations as to why they've rebranded themselves. Just be honest and admit

    "the board of directors has too much time on their hands and so decided to waste a huge amount of money in a pointless management exercise".

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  4. Mike Smith
    Gates Horns

    @Boldman: you couldn't be more wrong.

    There is a certain type of person, normally educated a long way beyond their intelligence, who actually believes that crap. They are truly scary people, particularly as they tend to rise to the top (like floaters in a lavatory pan) and

    are genuinely incapable of comprehending that the emperor is wandering about starkers.

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  5. Anonymous Coward
    Anonymous Coward

    Boldy and Mike

    Boldy isn't necessarily wrong, just expressing their decisions in reality-speak rather than in the cloud-cuckoo-land-think which is the natural language of those scary types you describe wot gives me the phears.

    Like Chorlton and the Wheelies. Evil I tells ya. [shudder]

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  6. Jason Harvey
    Coat

    sparky?

    looks like they might be ready to light a match

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  7. RW
    Stop

    @ Mike Smith re @ BoldMan

    Actually, BoldMan may have hit the nail on the head. "Parkinson's Law" (the book) includes the example of a corporate board fussing endlessly over the design of and cost for constructing a bicycle shed while rubberstamping proposals to build a large oil refineriy (or some similarly expensive plant).

    Parkinson offered an explanation: a bicycle shed is something easily comprehended, but an oil refinery is just too big to grok without specialist knowledge.

    Whatever the case, however, one thing remains indisuputable: marketspeak and spindoctoring no longer fool anybody at all. Politicians trying to put positive spin on negative news would do well to bite the bullet and admit the news, she ain't so good. Bigwigs responsible for mistakes need to start admitting the fact. Any other course of action just produces cynical laughter, in some instances followed by criminal charges.

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  8. Anonymous Coward
    Boffin

    Consignia

    "An ion is an atom that has gained or lost electrons and, as a result, is both energized and in a state of flux" i.e. it whizzes about all over the place, without direction or thought. I notice that there are some more icons. I will pick the Devo icon.

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  9. Anonymous Coward
    Alert

    Rebranding has benefits

    ... I just can't remember what they are hey whats in those joss sticks anyway whales are cool.

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  10. Jon Tocker

    Did anyone else...

    ...feel their eyes glazing over and their attention start to wander within the first two lines of the explanation for the rebranding?

    Holy crap! Somewhere between "I/O Now" and "I/O Next" I could feel myself losing the will to live.

    I think El Reg should post a content advisory when quoting more than three words from a Marketroid. This is a IT-focused site, after all and we should have at least some warning that the content of an article is likely to trip our bogometers so hard that the needle wraps around the stop pin.

    I suggest a BQ (Bogon Quotient or Bogosity Quotient) rating from 1 (safe for geeks to read) to 10 (get a bucket and mop and stock up on industrial-strength disinfectant) for any article containing ejecta from the foul orifaces of marketroids.

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  11. lglethal Silver badge
    Thumb Up

    @ Jon Tocker

    Agree completely!

    Although it could not be called a Bogan Quotient as that is a term already in high use in Australia - it represents the number of bogans (the Australian equivalent to Chavs, also known as Yobbo's or Westies) in any party. The higher the Bogan Quotient the more likely a party will go to hell and end up with someone or something being set on fire.

    A Bogosity Quotient or perhaps an MBS Warning (Marketing Bull Shit Warning) should defintely be applied to these articles though!

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  12. Jon Tocker
    Boffin

    @ lglethal

    I'm well aware of bogans - we have them here (including a sub-genus called "Westie" up in West JAFAville, I mean, Auckland).

    The term I used was "bogon" - quite distinctly different, as noted in the New Hackers' Dictionary: http://www.ccil.org/jargon/jargon.html

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