LogoWatch Those of us who view the inexorable spread of rebranding madness with a certain dread and not a small amount of horror had, until now, assumed that it was only Web 0.2 solutions providers, telcos, or self-important chip outfits with more money than sense who allowed themselves to succumb to the sound of whalesong and the pungent scent of joss-sticks.

Indeed, we assumed that the scientific business sector boasted a natural immunity to infection, until one reader alerted us to clear signs of Strategy Boutique activity down at ION Geophysical Corporation - the seismic equipment manufacturer formerly known as I/O:

The evidence? Well, try this eye-opener from Chris Friedemann, senior vice president of Corporate Marketing for I/O ION, who declared:

The name ION was chosen because it represents a simple transition from I/O. The addition of the 'N' conveys 'I/O Now' as well as 'I/O Next,' reflecting both our offerings of today and our innovations of tomorrow. An ion is an atom that has gained or lost electrons and, as a result, is both energized and in a state of flux. ION symbolizes our corporate growth history and the capabilities we have gained through acquisition. At another level, the dynamic nature of the ion reflects our restless passion for developing state-of-the-art products, services, and solutions that are tailored to the unique requirements of each customer we serve and project we undertake.

Suffice it to say, quarantine teams and deprogramming experts are as we speak on their way to Texas in the hope that the outbreak can be contained before it spreads. Watch this space. ®

Rebranding madness: your children are at risk

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• LogoWatch Terrifying outbreak of rebranding madness in France (20 June 2003)
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• LogoWatch Rebranding kiss of death strikes Deloitte Consulting (7 April 2003)
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