Uncovering the pros and cons of a corporate name change
Who says Latin is a dead language? All over the world, companies are reviving the language of Caesar to create new global identities to promote their neo-imperial ambitions. Philip Morris is adopting Altria, Bell Atlantic cobbled together Verizon, Bell Labs became Lucent, and one of the starters of the neoclassical trend was Venator. Some names claim to be investment brands, others are consumer brands, and some are both, but what's their effect on shareholder value? For dire example, Venator
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