Just like in business .....
Rebranding is a way of covering up a bad past and hoping punters think you are a new company
DHL > Home Delivery Network > Yodel
Currys > Dixons > Currys Digital > PC World > Dixons Travel > Whatever ......
Travel and holiday companies do it too.
Maybe WH Shit, Boots and Marks & Spencer and "British" Airways should try it as well.
Lipstick on a pig. Simple as that.
Biting the hand that feeds IT
