LogoWatch Zarlink trumpets imperial pretentions
Meet the Caesar formerly known as Mitel
On May 29 Mitel Corporation introduced a new global identity - Zarlink Semiconductor - under which it will deliver communications connectivity solutions to the world's leaders in voice and data networking.
Apparently, Zarlink brings together proven dimensions of an established global leader with the zeal and focus of a startup company.
Well, naturally, that's only to be expected. But what on earth is the name all about? Well, Zarlink means "leader in connectivity". It derives from the latin word "Caesar" meaning "one having great power or authority" and the word "link" which means "to connect or be connected".
Oh right, that's what 'link' means. Thanks for that. As for the first bit, the rebranding lads might want to think on the fate of other Caesars. Firstly there was Julius, stabbed up on the steps of the Senate. Then came Tsar Nicholas II, shot by a load of bolshy Reds. Finally came Kaiser Bill...
Perhaps Zarlink will avoid a similar fate, embodying as it does speed, focus, and execution. Oh dear, what an unfortunate choice of words. Gentlemen, we wish you well. But beware the Ides of March.
More corporate guff on Zarlink can be perused here
Thanks to Ross Nimmo for the shout on this one.
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