You know you’re fucked when the only way out of your current SEO/PR nightmare is to distance yourself… well, from yourself. Some of this predates Google’s search engine stranglehold. But altering public perception sometimes means hoping someone will look at your shiny new logo, rather than your disturbing past.
After killing innocent people while providing security to government forces in Iraq in 2007, Blackwater rebranded several times, hoping to keep one step ahead of negative news cycles. It became Xe Services in 2009, Academi in 2011, and — after a merger with Triple Canopy (another private security firm) — Constellis.
The same thing happened with Taser. Taser — named after its foremost product (itself a loose acronym for…