Brand recognition is usually a good thing. Unless you’re Blackwater Worldwide, that is. The military contractor who’s name has become synonymous with some of the ugliest chapters in the war in Iraq has decided that it would be best to change its name. Henceforth, they shall be known as Xe (pronounced “zee”).
So from now on, Xe will be the contractor that is banned from operating in Iraq. The State Department will be looking for a replacement for Xe, and the contractors facing 14 counts in manslaughter will now be Xe guards. Oh, and Xe is under review in Afghanistan.
The company says its attempt to rebrand reflects that it is moving away from “providing private security.” Cleansing itself of its sordid history is likely to take considerably more than an enigmatic new name.
Last 5 posts by Jason Ditz
- US Imposes New Sanctions on Russia Over Cyber Activities - August 21st, 2018
- Britain Cuts Aid to Syrian Rebels, Citing Security Woes - August 20th, 2018
- China Defies US Pressure as EU Parts Ways With Iranian Oil - August 20th, 2018
- North Korea Faces Food Crisis, But US Sanctions Are Blocking Aid - August 20th, 2018
- Russia Says Won't Put Weapons in Space First - August 20th, 2018