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Pipex Business calls in the strategy boutique

Joss-stick session produces Latinate rebranding

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News of another nail in the coffin of one of UK broadband's most venerable names reaches Vulture Central.

Pipex Business, one of the remnants spun out of the Pipex group as part of its voluntary self-dismemberment, has dimmed the lights, cranked up the whalesong, and is changing its name to Vialtus (pronounced vee-altus).

It turns out that the Pipex brand was part of the sell-off of its broadband business to Tiscali, so a new name is a requirement for Pipex Business.

"Why Vialtus?" we hear you cry. Let's let the marketing men do what they do best - here's part of the email last week that explained the rebrand to Pipex Business employees:

Vialtus takes its name from the Latin words Via ("way") and altus ("high"), reflecting the new company's focus on enabling communications on the information highway using IP technologies. Vialtus moves beyond 'speeds and feeds' to focus on finding solutions to business problems through a suite of managed services.

It's not just a contract requirement - "Vialtus" heralds a new paradigm for the firm. "Equally as our business has evolved we believe the re-brand is also an exercise in defining our new identity both in name and behavior," the boutique wrote.

Marvellous. But wait, there's more: "We are working on creating a logo and hope to launch the co-brand in the week commencing 11th February 2008." Which is nice.

According to the Financial Times Pipex Business Vialtus is being eyed for acquisition by Thus Group and Oakley Capital, the private equity group founded by Pipex Group's former chairman Peter Dubens. ®

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