Feeds

And Silicon Graphics is now… SGI

Its called brand flexibility

  • alert
  • submit to reddit

Security for virtualized datacentres

Was that the best it could do? Silicon Graphics International has changed its name to -- SGI. And we thought the company was going to rebrand itself: "Smaller than Sun". Poor Silicon Graphics is big in servers and supercomputers -- or so it insists, with these product lines accounting for half of company turnover. Only, no one knows it. Changing names means people won't think of the company as simply a high-end graphics workstation vendor. But wait -- the Silicon Graphics name won't disappear completely. SGI will retain the brand for its... high-end graphics workstation business. This has something to do with what the experts call "brand flexibility". Changing company names indicates either a special kind of desperation or a marketing department with too much money and too much time on its hands. Silicon Graphics/SGI did not come up with this startling name change all by itself. For this kind of marketing masterpiece, you have to call in the specialists. So take a bow, branding specialists Landor Associates. You deserve every penny SGI are paying you. Now over to Landor boss Clay Timon for his valuable contribution to the English language. "In markets evolving as rapidly as those of graphics workstations and servers, a brand has to be flexible enough to expand into new categories and communicate new messages, while remaining memorable and distinctive enough to stand out from its high tech competition," he said. ®

Security and trust: The backbone of doing business over the internet

More from The Register

next story
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
JINGS! Microsoft Bing called Scots indyref RIGHT!
Redmond sporran metrics get one in the ten ring
Driving with an Apple Watch could land you with a £100 FINE
Bad news for tech-addicted fanbois behind the wheel
Murdoch to Europe: Inflict MORE PAIN on Google, please
'Platform for piracy' must be punished, or it'll kill us in FIVE YEARS
Phones 4u website DIES as wounded mobe retailer struggles to stay above water
Founder blames 'ruthless network partners' for implosion
Sony says year's losses will be FOUR TIMES DEEPER than thought
Losses of more than $2 BILLION loom over troubled Japanese corp
Radio hams can encrypt, in emergencies, says Ofcom
Consultation promises new spectrum and hints at relaxed licence conditions
Why Oracle CEO Larry Ellison had to go ... Except he hasn't
Silicon Valley's veteran seadog in piratical Putin impression
Big Content Australia just blew a big hole in its credibility
AHEDA's research on average content prices did not expose methodology, so appears less than rigourous
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
The next step in data security
With recent increased privacy concerns and computers becoming more powerful, the chance of hackers being able to crack smaller-sized RSA keys increases.