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Bob Cozzi wrote:
Randall Munson had an opinion piece in SystemiNetwork (or whatever it's called today .-) ) within the last few months using this very same analogy, Bob. The worse re-branding in Randall's opinion was changing OS/400 to i5/OS because (a) it skewed or obliterated the recognition of the system's most distinguishing feature - it's operating system, and (b) with 'i5' tied the operating system name to the chip set rather than the system itself.Certainly IBM is more like GM in structure than it is like Microsoft or Adobe. But GM hasn't changed its divisions brand identity for nearly a century. They may have attempted to introduce new brands and retire old ones, but I can't really remember if they actually ever succeeded in doing so.
Automobile's undergo evolutionary changes, of course. The original Ford T-Bird was a roadster. The lady that lives next door to me has a T-Bird (and my mother owned one about 15 years ago) but it definitely is not a roadster. But there is brand and product recognition throughout it's history. Randall made the point that GM wouldn't change the name of the Corvette to something generic - how stupid would that be?!
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* Jerry C. Adams
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